brand devotion,2 brand love,3 brand attachment,4 and brand commitment.5 Psychologists have even compared consumers’ affection for brands with the love they feel for family

when it comes to making price judgments, most consumers are fairly clueless.

desire to follow fads and adopt the latest fashions. Being in step with others makes us feel stronger, bolder, and more confident than acting alone.

Brands are symbols of aspirations, representing desired self-qualities, such as sophistication or status. As a result, brand priming can activate goals linked with these desired outcomes and so elicit goal-directed behavior.

While offering ample choice is regarded as essential by many retailers, this too can prove disempowering when it obliges shoppers to invest an excessive amount of cognitive energy in reaching a decision. It causes them to shift from shopping on subconscious autopilot and compels them to engage in rational, conscious thought processes.

It takes only a few bars of a tune to bring the brand to the forefront of the consumer’s mind, due to a process known as “involuntary musical imagery

To be effective, advertising must satisfy three requirements: It must be personally meaningful to the viewer, be culturally relevant, and, perhaps most importantly, create feelings of warmth and positive affect. Triggering a meaningful emotional response is essential to the persuasive power of the brand, since all purchasing decisions have a strong

The “That’s Not All” (TNA) strategy

some consumers take a great deal of thought and care when doing even routine shopping, most have neither the time nor the inclination to do so.