The neuropeptide oxytocin modulates consumer brand relationships.

Fürst A, Thron J, Scheele D, Marsh N, Hurlemann R

Scientific reports9 Oct 2015Cited by 7 (Europe PMC)

PMID26449882PMCIDPMC4598816DOI10.1038/srep14960PepBankPUB-26449882

Summary

Each year, companies invest billions of dollars into marketing activities to embellish brands as valuable relationship partners assuming that consumer brand relationships (CBRs) and interpersonal relationships rest upon the same neurobiological underpinnings. Given the crucial role of the neuropeptide oxytocin (OXT) in social bonding, this study tests whether OXT-based mechanisms also determine the bond between consumers and brands. We conducted a randomized, placebo-controlled study involving 101 subjects and analyzed the effect of intranasal OXT on consumers' attribution of relationship qualities to brands, brands paired with human celebrity endorsers, and familiar persons. OXT indeed promoted the attribution of relationship qualities not only in the case of social and semi-social stimuli, but also brands. Intriguingly, for subjects scoring high on autistic-like traits, the effect of OXT was completely reversed, evident in even lower relationship qualities across all stimulus categories. The importance of OXT in a CBR context is further corroborated by a three-fold increase in endogenous release of OXT following exposure to one's favorite brand and positive associations between baseline peripheral OXT concentrations and brand relationship qualities. Collectively, our findings indicate that OXT not only plays a fundamental role in developing interpersonal relationships, but also enables relationship formation with objects such as brands.

CC BYText from Europe PMC. Highlighted sentences are the source of results.

Results from this study5

3 results from studies that gave the peptide. 3 results from people.

01HumanRandomized controlled trialEfficacy outcome
In healthy participants, intranasal oxytocin promoted the attribution of relationship qualities to brands compared with placebo.
In plain wordsIn healthy people, nasal oxytocin increased how much relationship quality they attributed to brands compared with placebo.
Peptide
Oxytocin
Outcome
IncreaseRelationship qualities attributed to brands
Study
n = 101
Comparator
Placebo
Outcome group
Social behavior and cognition · Mental health and mood
Studied dose
Dose not stated · intranasalAs given in this study (human).
Source sentences
Summary
OXT indeed promoted the attribution of relationship qualities not only in the case of social and semi-social stimuli, but also brands.
1 context sentence(design, population, supporting numbers)
Summary · context
We conducted a randomized, placebo-controlled study involving 101 subjects and analyzed the effect of intranasal OXT on consumers' attribution of relationship qualities to brands, brands paired with human celebrity endorsers, and familiar persons.
Show in the study text Report a problemFND-2644988201
02HumanRandomized controlled trialEfficacy outcome
In healthy participants, intranasal oxytocin promoted the attribution of relationship qualities to social and semi-social stimuli compared with placebo.
In plain wordsIn healthy people, nasal oxytocin increased how much relationship quality they attributed to people and celebrity-paired brands compared with placebo.
Peptide
Oxytocin
Outcome
IncreaseRelationship qualities attributed to social and semi-social stimuli
Study
n = 101
Comparator
Placebo
Outcome group
Social behavior and cognition · Mental health and mood
Studied dose
Dose not stated · intranasalAs given in this study (human).
Source sentences
Summary
OXT indeed promoted the attribution of relationship qualities not only in the case of social and semi-social stimuli, but also brands.
1 context sentence(design, population, supporting numbers)
Summary · context
We conducted a randomized, placebo-controlled study involving 101 subjects and analyzed the effect of intranasal OXT on consumers' attribution of relationship qualities to brands, brands paired with human celebrity endorsers, and familiar persons.
Show in the study text Report a problemFND-2644988202
03HumanRandomized controlled trialEfficacy outcome
In subjects scoring high on autistic-like traits, the effect of intranasal oxytocin was reversed, with lower relationship qualities across all stimulus categories.
In plain wordsIn people with high autistic-like traits, nasal oxytocin lowered the relationship quality they attributed across all stimulus types.
Peptide
Oxytocin
Outcome
DecreaseRelationship qualities in subjects with high autistic-like traits
Study
n: not reported in source
Comparator
Placebo
Outcome group
Social behavior and cognition · Mental health and mood
Studied dose
Dose not stated · intranasalAs given in this study (human).
Source sentences
Summary
Intriguingly, for subjects scoring high on autistic-like traits, the effect of OXT was completely reversed, evident in even lower relationship qualities across all stimulus categories.
1 context sentence(design, population, supporting numbers)
Summary · context
We conducted a randomized, placebo-controlled study involving 101 subjects and analyzed the effect of intranasal OXT on consumers' attribution of relationship qualities to brands, brands paired with human celebrity endorsers, and familiar persons.
Show in the study text Report a problemFND-2644988203

Natural levels measured2

These results measure the body's own peptide. Nobody was given the peptide. They are not evidence about taking it. They are left out of key results, evidence counts and charts.

04HumanEndogenous levelObservational studyOther
In healthy participants, endogenous oxytocin release increased three-fold following exposure to one's favorite brand.
In plain wordsIn healthy people, the body's own oxytocin release rose three-fold after seeing a favorite brand.
Peptide
Oxytocin
Outcome
IncreaseEndogenous oxytocin release after exposure to favorite brand
Study
n: not reported in source
Outcome group
Social behavior and cognition · Endocrine and hormones
Source sentences
Summary
The importance of OXT in a CBR context is further corroborated by a three-fold increase in endogenous release of OXT following exposure to one's favorite brand and positive associations between baseline peripheral OXT concentrations and brand relationship qualities.
This result measures the body's own Oxytocin. Nobody was given the peptide. It is not evidence about taking it.
Show in the study text Report a problemFND-2644988204
05HumanEndogenous levelObservational studyOther
In healthy participants, baseline peripheral oxytocin concentrations were positively associated with brand relationship qualities.
In plain wordsIn healthy people, higher natural oxytocin levels were linked to stronger relationship qualities attributed to brands.
Peptide
Oxytocin
Outcome
Not applicableAssociation of baseline peripheral oxytocin with brand relationship qualities
Study
n: not reported in source
Outcome group
Social behavior and cognition · Endocrine and hormones
Source sentences
Summary
The importance of OXT in a CBR context is further corroborated by a three-fold increase in endogenous release of OXT following exposure to one's favorite brand and positive associations between baseline peripheral OXT concentrations and brand relationship qualities.
This result measures the body's own Oxytocin. Nobody was given the peptide. It is not evidence about taking it.
Show in the study text Report a problemFND-2644988205

AI wrote and checked these results. AI can make mistakes, so check important results against the source.

Version history

PepBank keeps every version of the data on this study. Status changes from Retraction Watch, Europe PMC and Crossref are listed with their source.

Version 2Current
11 Oct 2026, 01:30 UTC
Study results updated
Version 1
9 Oct 2026, 02:50 UTC
First added · source update from Europe PMC

Subjects

Terms as the source lists them.

Publication types

MeSH terms

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