#84: People Want What is Familiar When They're Sad or Scared
People Want What's Familiar
Marieke De Vries says in his research that people will buy brands that they are more familiar with.
People want what they already know so that they won't get scared or sad.
People are willing to try something new and different when they are tired or not happy with the product they are using anymore.
The Desire for The Familiar is Related to The Fear of Loss
Craving for the familiar and a preference for the familiar brand is tied to the basic fears or loss.
When people get sad or scared, the old brain and the mid-brain are on high alert.
A quick way to cope with this is to be safe is to go with the brand and logo they know.
Pie de foto: : This video covers more about why people are loyal to brands
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Takeaway
Brands are shortcuts. If someone has had a positive experience with a brand in the past, then that brand is a signal of safety to the old brain.
Brands are just as important, or even more important, online. In the absence of being able to see and touch the actual product, the brand becomes the surrogate for the experience. This means that brands have a lot of power when people are making an online purchase.
Messages of fear or loss may be more persuasive if your brand is an established one.
Messages of fun and happiness may be persuasive if your brand is a new one.
