FEATURE17 October 2017

The choices we make

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Features Impact North America

If a consumer has made up their mind about a brand they want, one might assume that failing to find pertinent information on that product would not deter them. But research in the US points to the opposite. By Jane Bainbridge.

Access to information, personal preference, existing knowledge, a communications prompt, an already established loyalty; the reasons people decide on a particular brand for a product or service they want to purchase are varied.

One might assume that consumers with a strong prior preference ...