Brand loyalty: Confirmation bias

An emotional attachment to a brand is likely to trump whatever market research a consumer does before making a purchase.

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...

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