Purchase decisions in a busy, busy world: A behavioral science perspective

Although brand salience is important, it is not the only factor that determines the final choice.

Purchase decisions in a busy, busy world: A behavioral science perspective

The author(s)

  • Colin Ho, Ph.D. Senior Vice President, US, Ipsos Marketing
  • Namika Sagara, Ph.D President, North America, Behavioral Science Center
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In this paper, we share several case studies illustrating ways brands improved their market performance by better understanding the link between brand associations, brand salience, and System 1 decision making.

The author(s)

  • Colin Ho, Ph.D. Senior Vice President, US, Ipsos Marketing
  • Namika Sagara, Ph.D President, North America, Behavioral Science Center

Consumer & Shopper