Focus group studies prove U.S. consumers are largely influenced by certain brand factors external to price or better features. In fact, emotion can play a big part in ordinary consumer behavior. A positive emotional reaction to a product or brand creates greater consumer loyalty. A feel good bond of trust will often drive consumers to choose one brand over another. While predominant neuro-marketing techniques may also be strengthened with "group dynamics", producing a mass consensus that pushes an individual consumer in one direction or another based on emotion, beyond mere logic based on benefits or real facts.
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