basket 0 items @ £0
View Basket

How Brands Drive Purchase Decisions

Cover of  by Richard Chataway

The supermarket brand Aldi knows this well. Their (much cheaper) own-label brands (pictured above) closely replicate the logos, colors and semiotics of better known, established brands to make our in-store decisions as cognitively easy as possible. If it looks like a packet of Walkers crisps, it must taste like it, right?

In other words, brands help us make good enough, system-1-led purchase decisions. Which is why the foreign supermarket is such a hard problem.
Contributed to Branding Strategy Insider by: Richard Chataway, President of BVA Nudge Unit UK and excerpted from his book The Behaviour Business, published by Harriman House.


View article on source website

Enter your email address to receive your free ebook

By requesting this free eBook, you agree to let us email you
about future Harriman House offers. We will not sell your details
to a third party and you can un-subscribe at any time.
A valid email address is required to receive your download link.