Page 80 - Decoding Decisions ~ Making sense of the messy middle

80 CHAPTER 4 INFLUENCING THE MESSY MIDDLE

Interestingly, the only category where shoppers showed relative hesitancy
over switching was with our fictional breakfast cereal brand, Honey C’s. Just
over a quarter were willing to switch from their favoured brand, even when
the fictitious proposition was fully supercharged (figure 22).

Figure 22

1st choice brand 2nd choice brand Fictional brand

100
100 33 73 28
75

72
67
50

25
27

0
Stated 1st choice brand Introduction of 2nd 2nd choice brand Fictional brand
choice brand “supercharged” “supercharged”
Transfer of preference from first choice to fictional brand – bias supercharging analysis, cereal category.

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