Brand loyalty: Confirmation bias
Neasa Cunniffe and Mark SngRainey Kelly Campbell Roalfe/Y&R and Saint@RKCR/Y&R
Studies show that we may already have made our brand choice before we start our purchase research, and it is likely to be based on an emotional attachment to a brand.
If you've recently bought a new car, television or mobile phone, you probably did a little homework first, turning to the internet, just like half the US population who now always search for information online before purchasing (Google/Shopper Sciences, 2011).
With an abundance of reviews and data at our fingertips, we have never been...