Researchers found that fear in the presence of a branded product can be a good thing, enhancing the degree to which one feels attached to the brand. Two conditions facilitated the brand attachment. First, consumers needed to have a need for affiliation; when this need was satisfied, the effect did not occur. Second, the effect occurred because consumers perceived the brand to share the fear experience with them. These results demonstrate that brands can serve interpersonal relationship needs. Suggested Action: In situations likely to involve targeted consumers being alone with your brand present, activate fear along with brand attention to enhance brand attachment.