Loyal or Lazy: Understanding the Instinctive Consumer
The motivations for why consumers purchase products are actually less relevant than most marketers would like to believe. Whether purchasing due to an undying love of our brand, or because of habitual behavior brought on by indifference toward a category, the most important element is that consumers choose to purchase your products. To fully leverage your brands in this context, you need to separate the consumer act of deliberating from the act of choosing, understand the role that instinct or habit plays in the choices consumers make, and utilize research techniques that better capture the instinctive nature of consumers.
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