Written by: Vickie Sullivan  |  August 15, 2013

Your Image, Your Brand

Ever wonder why people make the choices they make?  You ask a buyer what criteria they used to choose a consultant and you get a song and dance that doesn’t make sense.  This 2010 neuroscience study explains the back story on the “I like this but don’t know why” reaction.

My favorite finding from this study outlined in the Journal of Consumer Research:  When presented with conflicting information, subjects stuck with their original impressions.  Even the “highly motivated” participants couldn’t overcome the initial conditioning.  They actually chose inferior products.

A great explanation on why buyers can’t clarify their choice.  And why they won’t consider other information after they’ve made a choice.  This study shows the power of images and how they affect our brand.  Proceed accordingly.