psychology - The Latremie Post

Intimacy & Familiarity Strengthen Brand Engagement: IIM-I Study

**Intimacy, Familiarity, and Self-Congruity Key to Influencer Impact: New IIM Indore Study**

Indore (Madhya Pradesh): A recent research study from the Indian Institute of Management (IIM) Indore has identified intimacy, familiarity, and self-congruity as the most powerful influencer traits that drive brand community engagement and foster a deeper sense of brand ownership among followers.

As digital platforms increasingly dominate the consumer journey, brands are investing heavily in influencer partnerships to shape perceptions, promote products, and build communities across industries such as fashion, lifestyle, technology, and travel. This study, led by Professor Purvendu Sharma, goes beyond traditional marketing metrics to explore the emotional and relational dynamics that make influencer-follower interactions so impactful.

Unlike earlier research that primarily focused on brands or consumers, Sharma’s work shifts attention to the influencers themselves. Drawing on theories of self-congruity and psychological ownership, the study develops a conceptual model linking the personal characteristics of influencers to the behavioral outcomes of their followers.

Using data collected from 216 young social media users engaged in brand communities, the researchers employed Partial Least Squares Structural Equation Modelling (PLS-SEM) to test their hypotheses. The findings revealed that intimacy—the perceived closeness and authenticity between influencer and follower—has the strongest influence on brand community engagement (BCE), followed by familiarity and self-congruity. Here, self-congruity refers to the alignment between a follower’s self-image and the influencer’s persona.

These factors not only enhance engagement but also strengthen a follower’s psychological ownership of the brand—a sense of personal connection and belonging. Interestingly, while self-congruity directly impacts brand ownership, its effect is not mediated through engagement. In contrast, both familiarity and intimacy exert indirect effects via BCE, emphasizing the role of emotional resonance and relational depth in digital brand building.

“This research highlights that meaningful influencer-follower relationships—not just follower counts—drive community participation and long-term loyalty,” said Professor Sharma. “Brands should focus on influencers who can connect authentically with their audience rather than those selected purely for reach,” he added.

The study provides actionable insights for marketers, recommending that brands prioritize interactive, value-driven collaborations that align influencer content with audience identity. It also encourages influencers to strengthen personal bonds with followers through tailored engagement, prompt interactions, and acknowledgment of consumer input.

Furthermore, the research suggests brands adopt data-driven tools—such as sentiment analysis for measuring intimacy and retention metrics for familiarity—to assess influencer effectiveness more accurately.

By integrating brand ownership into the framework of influencer marketing, the IIM Indore study underscores the growing importance of emotional connection and co-creation in the digital era. This positions the institute at the forefront of marketing research exploring how psychological principles shape brand loyalty in a rapidly evolving media landscape.

*Story by Atul Gautam*
https://www.freepressjournal.in/indore/intimacy-familiarity-strengthen-brand-engagement-iim-i-study

Crime that unsettles

Netflix has released the second chapter of its *Monsters* anthology, *The Lyle and Erik Menendez Story*, a dramatization that revisits a case that has remained part of American popular culture for more than three decades. The series focuses on the 1989 murders of Jose and Kitty Menendez by their two sons, Lyle and Erik, and the subsequent trials that became a national spectacle.

The production raises uncomfortable questions about privilege, secrecy, and abuse, concentrating not only on the violence itself but also on the social environment that shaped the brothers. Across nine episodes, the story unfolds in a strictly chronological order. It uses alternating perspectives, shifting between the courtroom, the family home, and the media frenzy that surrounded the brothers. This approach keeps the narrative tense while reflecting the fragmented way the public encountered the case during the early 1990s.

By doing so, viewers are constantly reminded that the truth is both layered and contested, heightening the unease that defines the series from start to finish.

At the center of the production are the performances of Nicholas Alexander Chavez as Lyle Menendez and Cooper Koch as Erik Menendez. Chavez captures the intensity and defiance of the elder brother, while Koch conveys the fragility and self-doubt of the younger sibling. Together, they create a portrait of two young men deeply tied to one another yet burdened with conflicting emotions about their parents and themselves. The bond between the brothers—carrying both tenderness and despair—feels authentic, making the story resonate on a deeply human level.

What sets this production apart from other true crime dramatizations is its refusal to offer clear answers. The series does not suggest whether the brothers should be viewed as cold-blooded killers or victims of long-term abuse. Instead, it presents evidence, perspectives, and memories, leaving viewers to wrestle with the contradictions. This openness invites a more thoughtful engagement, acknowledging the complexity of the case rather than simplifying it.

Javier Bardem delivers a commanding performance as Jose Menendez, portraying him as a man driven by ambition and a desire for control. His presence dominates the household scenes, embodying both the promise of success and the fear it instilled in his children. Chloe Sevigny plays Kitty Menendez with a mix of vulnerability and volatility, suggesting a woman caught between dependence and resentment.

Their portrayals ensure that the parents are seen not merely as victims but as flawed individuals with their own contradictions. This nuance prevents the narrative from descending into moral simplicity.

The dialogue throughout the series is precise and effective. Courtroom exchanges are brisk yet intense, while domestic scenes often rely on silences and hesitations that carry as much weight as spoken words. This balance allows viewers to experience both the noise of public spectacle and the quiet pain of private life, building tension through subtlety rather than melodrama. The resulting atmosphere is deeply unsettling and compelling.

One of the show’s most challenging aspects is its depiction of abuse. The series neither sensationalizes nor obscures it. By presenting detailed accounts, the show forces viewers to confront the disturbing claims that shaped the brothers’ defense. Whether or not these accounts are accurate matters less than the impact they have on the viewer. The series effectively conveys how trauma can remain hidden in families that outwardly appear secure and successful. This thematic choice makes the series difficult to watch but also contributes to its lasting impression.

The supporting cast enriches the production further. Ari Graynor as defense attorney Leslie Abramson demonstrates both empathy and strategic determination, while Nathan Lane as journalist Dominick Dunne highlights the media’s role in shaping public perception of the case. Their performances add important dimensions, reminding viewers that the Menendez story was never just about the family but became part of a larger conversation about wealth, justice, and the spectacle of televised trials.

As a viewing experience, *The Lyle and Erik Menendez Story* is demanding. It is not casual entertainment—it requires attention, patience, and a willingness to endure disturbing material. However, it rewards that effort with a portrayal that is both emotionally powerful and intellectually engaging.

Combining strong performances with thoughtful storytelling, the series unsettles rather than comforts and questions rather than simplifies. It succeeds precisely because it avoids sensational shortcuts, presenting a disturbing family tragedy with honesty and care. The show creates a complex picture rather than a caricature.

For viewers prepared to sit with discomfort, *The Lyle and Erik Menendez Story* offers an absorbing portrayal of one of the most notorious cases in American criminal history and serves as a reminder that beneath the public spectacle often lies private pain.
https://www.thenews.com.pk/tns/detail/1346827-crime-that-unsettles-in-1989-two-brothers

Using longer words can make apologies seem more sincere: Study

**Using Longer Words Can Enhance the Perceived Sincerity of Apologies: Study**

*By Dwaipayan Roy | Sep 21, 2025, 06:47 PM*

A recent study has revealed that employing longer, more complex words in apologies can enhance the perceived sincerity of the expression of remorse. This research underscores the significance of perceived effort in communication, suggesting that even a subtle increase in lexical complexity can influence how genuine an apology appears. The findings indicate that individuals tend to value the additional effort demonstrated in crafting an apology, which fosters a stronger sense of authenticity and understanding.

**The Psychological Challenges of Apologizing**

Why is it often so difficult to apologize? Dr. Tara Quinn-Cirillo, a psychologist and Associate Fellow of the British Psychological Society, explains that the difficulty arises because apologizing necessitates acknowledging one’s vulnerability. Despite recognizing that one’s actions or words may have been wrong, publicly admitting fault remains a challenge for many. This reluctance is rooted in evolutionary and historical factors, where vulnerability was often perceived as a threat to personal safety, prompting individuals to develop psychological defenses against such exposures.

**The Problem of Insincere Apologies**

Insincere apologies continue to be a prevalent concern. Dr. Quinn-Cirillo cautions against superficial expressions of regret that serve merely as a means to escape accountability without genuine behavioral change. She references former UK Prime Minister Boris Johnson’s repeated apologies concerning his conduct during the COVID-19 lockdowns as a pertinent example. Notably, Johnson later described these apologies in his memoir as “pathetic” and a “mistake,” highlighting the performative nature of some public apologies.

**Misinterpretation of Apologies**

It is vital to recognize that uttering the word “sorry” does not inherently indicate true remorse. The study draws attention to cases where apologies are misunderstood or misrepresented. For instance, Harvey Weinstein’s apology amid sexual assault allegations, wherein he expressed regret for his past behavior, contrasted sharply with his subsequent legal actions aimed at suing over what he deemed “false and defamatory statements.” This example illustrates the complexity surrounding the interpretation of apologies and underscores the need for skepticism when evaluating them solely based on verbal expressions.

In conclusion, the research suggests that increasing linguistic complexity modestly within apologies can enhance their perceived sincerity. However, the authenticity of an apology ultimately depends on the intention behind it and the willingness to embrace vulnerability and effect meaningful change.
https://www.newsbytesapp.com/news/science/study-reveals-the-science-behind-convincing-apology/story

Word of the Day: Callous

**Word of the Day: Callous**
*By Simran Jeet | Sep 21, 2025 | 05:21 pm*

—

### What’s the story?

The adjective **“callous”** describes someone who shows little or no concern for the feelings of others. It is used to characterize a person who is emotionally hardened, unkind, or indifferent to the suffering of others. A callous attitude makes someone appear cold and uncaring.

—

### Origin of the Word

The word **“callous”** comes from the Latin word *callum*, which means “thick skin.” When it first entered the English language in the 1500s, it referred to skin that had become hardened from use. Over time, the meaning expanded to describe people who are hardened in spirit—unfeeling or lacking compassion.

—

### Synonyms for “Callous”

Words that are often used interchangeably with “callous” include:
– Cold
– Harsh
– Unkind
– Uncaring
– Ruthless
– Indifferent
– Unsympathetic

Each of these words suggests a person who shows little concern for others or who ignores their feelings.

—

### Sentence Usage

Here are some examples of how to use **“callous”** in different contexts:
– “His callous remarks hurt her deeply.”
– “The manager’s callous attitude upset the employees.”
– “Ignoring the suffering of others is a callous act.”

—

### Why Use the Word?

Using **“callous”** helps describe behavior that is cold, unfeeling, or lacking empathy. It adds sharpness when portraying characters or situations where compassion is missing. Whether in storytelling, reports, or everyday conversations, “callous” clearly conveys emotional hardness.
https://www.newsbytesapp.com/news/lifestyle/word-of-the-day-callous/story