How Today’s Consumer Chooses Between Competing Brands.
Today, power flows from an increasingly informed & confident consumer. If you don’t know how today’s consumer gathers information & makes decisions on what brands to buy; you’re going to be left behind in the race for new business.
The human’s brain contains over 100 billion connected cells. This ‘network’ is the quickest, most complex analysis & decision-making system in the world. Once someone’s formed an opinion about something they heard or saw, it’s very hard for them to change that opinion… even in the face of hard facts.
Influencing that ‘decision-making, opinion-forming’ system to notice your message, pay attention long enough to understand it, retain it & believe it and then change behavior to your benefit requires a deep understanding of how the mind works.
What we’ve learned about how the mind processes information & makes decisions, tells us that buying and selling are largely emotional transactions. Seldom is a sale made on the basis of ‘just the facts.’ Rather, a sale results when the total of many factors – the consumer’s needs/desires, product features, usage benefits, price/value ratio & the brand’s reputation — results in a favorable emotional attitude toward the seller.