Page 72 - Decoding Decisions ~ Making sense of the messy middle
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72 CHAPTER 4 INFLUENCING THE MESSY MIDDLE
Package holiday first choices proved more susceptible to shoppers switching
preference than either shampoo or detergent, with 34% immediately willing to
switch to their second favourite brand when given a choice, holding the other
biases constant (figure 17).
Figure 17
1st choice brand 2nd choice brand
100
100 34
75
50 66
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,
package holiday category.
Source: Google / The Behavioural Architects. 10,000 simulated package holiday purchase scenarios. n=1,000 category buyers, UK online shoppers, aged 18-65.
