The Power of Brands, Conscious and Unconscious

Ian Chipman

The particular preferences people stand by tend to be very idiosyncratic, Bronnenberg notes. “It’s not that all consumers stick with their coffee preferences but migrate their preferences for sugar or pasta sauce,” he says. “I think it’s that you have some favorite things that you yourself find important, and you stick with those preferences, and others you don’t.” A certain kind of pancake mix may be nearer and dearer to your heart than, say, the kind of syrup you squirt on top of it.

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