Understanding why some consumers become such ardent advocates for the brands they choose is important for us as marketers.
We often see people fiercely defending their choice of smartphone; we’ve even seen evangelism and vitriol in equal measure in the seemingly trivial matter of coffee shops. Understanding why brands trigger such strong feelings could be important to us as marketers. Philip Graves, author of Consumerology thinks there are five main reasons for this.
1. Because the consumer is young. Typically in our teens and early twenties we are working hard to establish our own identity and bond with people we think are like us. Latching on to a brand and what it seems to represent is a useful shortcut.
2. Because of the way brands work. Products in a mature market economy are often very similar. Brands give us a reason to choose and to feel good about our choices by creating associations through marketing.
3. Because of the endownment effect. This is the positive bias people exhibit towards what they already own.
4. Because our minds are hard-wired towards things staying the same – it means we don’t have to think too hard.
5. And this I think is the most important reason. Because it’s familiar. What becomes familiar feels better than an alternative that works slightly differently. Just think about Android vs iPhone. If you’re used to one, then the other feels awkward when you use it for the first time because you have to think consciously about what you’re doing. So we take the feeling of effort that something new requires and deduce that it must be inferior.
Source: The Marketer, July/August 2014