Page 70 - Decoding Decisions ~ Making sense of the messy middle

70 CHAPTER 4 INFLUENCING THE MESSY MIDDLE

We see a similar result in the detergent category, where the power of habit,
familiarity, and huge FMCG marketing budgets make initial brand preferences
impressively sticky in the presence of a challenger (figure 15).

Figure 15

1st choice brand 2nd choice brand

100
100 24
75
76
50

25

0
Stated 1st choice brand Introduction of 2nd choice brand

Transfer of preference from first choice to second choice brand after introduction of second choice brand,
detergent category.

In fact, of all the product categories we examined, only smartphone and
children’s toy preferences proved more resilient than detergent.

Source: Google / The Behavioural Architects. 10,000 simulated detergent purchase scenarios. n=1,000 category buyers, UK online shoppers, aged 18-65.