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19 January 2021
Even fictional brands can win online
Path to purchase modelsPurchase behaviourShopper research & insight
A shopping simulation by Google and The Behavioural Architects found that by manipulating how brands are represented online, consumers can be persuaded to switch brands – even to a fictional product.
Why it matters
Challenger brands have the opportunity to change mindsets and disrupt preferences in a short space of time. It is vital for brands of all sizes to show up in the right places, and remain in contention throughout the purchase process.