The pervasive myth about our consumer choices
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The pervasive myth about our consumer choices
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.
Dr. David Lewis • The Brain Sell: How the new mind sciences and the persuasion industry are reading our thoughts, influencing our emotions, and stimulating us to shop
One of the things that price consultants have learned is that what consumers say and what they do are not the same thing.
William Poundstone • Priceless: The Myth of Fair Value (and How to Take Advantage of It)
It's unclear if this cohort really exists. Brands do matter to people. And, when they don't, there's no particular reason to pick Brandless over the top/cheapest choice on Google or Amazon.