Navigation Links
Study Finds Reason About Brains Refusal to Change Brands

A new study has revealed the reason behind peoples loyalty to one product, even in the presence of better alternatives.

A significant new study from the Journal of Consumer Research has identified a mechanism called cognitive lock-in as an influential determinant of peoples choices.

We find that consumers typically are not aware that this mechanism is a powerful determinant of the choices they make, write Kyle B. Murray (University of Western Ontario) and Gerald Hubl (University of Alberta).

Murray and Hubl looked at a theory of cognitive lock-in centred around the idea of skill-based habits of use, that is, how using or buying a product becomes easier with repetition. In a series of experiments, they found that people are more influenced by their understanding of ease-of-use rather than how neutrally easy a product is to use.

Significantly, they also found that habits are reliant not only on the acquirement of a specific skill set, but on our desire to accomplish definite goals.

This has important implications for consumer behavior. For example, learning to navigate a particular grocery store to purchase orange juice does not necessarily lock consumers in to that store when their goal is to buy a cake. Similarly, becoming skilled at looking up stock quotes at Yahoo.com does not mean that the user will inevitably sign up for a Yahoo email account, the authors write.

This is an important finding because it demonstrates the specific nature of the link between the development of habits of use and consumer loyalty. In fact, the results of the current research indicate that, although habits of use can create a substantial advantage for an incumbent where otherwise none exists, such an advantage appears to be limited to the achievement of a particular goal, they add.


'"/>




Page: 1

Related medicine news :

1. Tomato Sauce reduces Cancer Risk- Study
2. Study on obesity and heart failure
3. National Lung Study in the process
4. Study casts doubt on keyboard ills
5. Study reveals how stress can make you sick
6. Study reveals how stress can make you sick
7. Study supports vegetable diet
8. Study to look at early surgery to treat epilepsy
9. Its Never Too Late to Stop Smoking,Study Finds
10. New Technique to Study Infants Brain.
11. Groundbreaking Study Gives Hope For Patients With Kidney Cancer
Post Your Comments:
*Name:
*Comment:
*Email:


(Date:6/25/2016)... Montreal, Canada (PRWEB) , ... June 25, 2016 , ... ... the pursuit of success. In terms of the latter, setting the bar too high ... low, risk more than just slow progress toward their goal. , Research from ...
(Date:6/24/2016)... ... June 24, 2016 , ... Marcy was in a crisis. Her son James, eight, was ... his family verbally and physically. , “When something upset him, he couldn’t control his emotions,” ... He would throw rocks at my other children and say he was going to kill ...
(Date:6/24/2016)... ... June 24, 2016 , ... Comfort Keepers® of San Diego, ... and the Road To Recovery® program to drive cancer patients to and from their ... to ensure the highest quality of life and ongoing independence. Getting to and ...
(Date:6/24/2016)... ... June 24, 2016 , ... The Haute Beauty Network, affiliated ... Weintraub as a prominent plastic surgeon and the network’s newest partner. , ... most handsome men, look naturally attractive. Plastic surgery should be invisible.” He stands ...
(Date:6/24/2016)... ... ... Venture Construction Group (VCG) sponsors Luke’s Wings 5th Annual ... Country Club at 1201 Rockville Pike, Rockville, Maryland, 20852. The event raised funds ... been wounded in battle and their families. Venture Construction Group is a 2016 Silver ...
Breaking Medicine News(10 mins):
(Date:6/24/2016)... June 24, 2016   Pulmatrix, Inc ., (NASDAQ: ... innovative inhaled drugs, announced today that it was added ... reconstituted its comprehensive set of U.S. and global ... is an important milestone for Pulmatrix," said Chief Executive ... awareness of our progress in developing drugs for crucial ...
(Date:6/23/2016)... , June 23, 2016 Any dentist who ... challenges of the current process. Many of them do not ... the technical difficulties and high laboratory costs involved. And those ... offer it at such a high cost that the majority ... Dr. Parsa Zadeh , founder of Dental ...
(Date:6/23/2016)... , June 23, 2016 ... CAPR ), a biotechnology company focused on the ... announced that patient enrollment in its ongoing randomized ... has exceeded 50% of its 24-patient target. Capricor ... the third quarter of 2016, and to report ...
Breaking Medicine Technology: