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:10/13/2017)... ... October 13, 2017 , ... Coveros, a leader in agile ... a contract by the Center for Medicare and Medicaid Services (CMS). The Enterprise ... use of Agile methodologies in a consistent and high value manner across CMS ...
(Date:10/12/2017)... ... October 12, 2017 , ... ... sleep apnea using cutting-edge Oventus O2Vent technology. As many as 18 ... characterized by frequent cessation in breathing. Oral appliances can offer significant relief to ...
(Date:10/12/2017)... ... ... The American College of Medical Informatics (ACMI) will present the 2017 Morris F. ... AMIA’s Annual Symposium in Washington, D.C. AMIA’s Annual Symposium is taking place ... the field of medical informatics, this prestigious award is presented to an individual whose ...
(Date:10/12/2017)... ... ... HMP , a leader in healthcare events and education, today announced that ... for ‘Best B-to-B Healthcare Website.’ Winners were announced during the Eddie & Ozzie Awards ... recognizes editorial and design excellence across a range of sectors. This year’s program included ...
(Date:10/12/2017)... ... October 12, 2017 , ... Health ... interactive health literacy software tool, and the Cancer Patient Education Network (CPEN), an ... education, today announce a new strategic alliance. , As CPEN’s strategic partner, ...
Breaking Medicine News(10 mins):
(Date:9/25/2017)... 25, 2017  EpiVax, Inc., a leader in ... immune-engineering today announced the launch of EpiVax Oncology ... personalized therapeutic cancer vaccines. EpiVax has provided $500,000 ... to enabling technologies to the new precision immunotherapy ... EpiVax Oncology as Chief Executive Officer. Gad brings ...
(Date:9/19/2017)... ANN ARBOR, Mich. , Sept. 19, 2017 HistoSonics, Inc., a venture-backed medical ... the precise destruction of targeted tissues, announced three leadership team developments today:   ... Josh Stopek, PhD ... ... Veteran medical device executive ...
(Date:9/13/2017)... , Sept. 13, 2017   OrthoAtlanta has ... the Atlanta Football Host Committee (AFHC) for the 2018 College ... Jan. 8, 2018, at Mercedes-Benz Stadium in Atlanta, ... of the AFHC "I,m In" campaign, participating in many activities ... ...
Breaking Medicine Technology: