Is More Always Better?
FEB 02 2020
The inherent biases that are present in every choice made, paired with the comfort of a brand or product predicts choices more accurately than questionnaires regarding those choices. Further, blood flow measurements during decision-making tasks produced greater responses in areas known to generate memory recall and act as primary complex decision-making centres. Thus, it is important to understand the relationship the consumer has with the brand, not as a isolated behaviour, but as a process of reducing ambiguity and sustaining familiarity within the choice framework. An individual can lie to a sheet of paper, but, beauty may actually be in the eye of the beholder.