This article is part of a series of articles on neuroscience applied to marketing. Read more.

We know from neuroscience research that decision-making is mostly done quickly, and is highly subject to biases. As a rule, and as a necessity, we seek to make everyday decisions with the least mental effort, and often with an insufficient amount of information. This leaves us open to errors, and susceptible to certain discrete marketing tactics. Copycat brands are masters. They sway us, as we absent-mindedly make our way down shopping aisles, with impressions of quality, availability, and sometimes a good deal. This is because they imitate more familiar brands, and frequently they are more expert at grabbing our fleeting attention than the more celebrated brand originals, which they are aping almost to the point of copyright infringement.