Notes on Brand Influence and Consumer Behavior

Introduction

Brands like Coke, Tylenol, and Levi's are selected over others despite being similar products.
This raises questions about rational consumer behavior.

Duke University Study:
- Participants were subliminally exposed to either the Apple logo or the IBM logo.
- Results showed better performance on creative tasks after exposure to the Apple logo.
Argument: Brands tell stories that influence consumer identity and behavior beyond the point of sale.

Identity and Marketing:
- Choices in brands contribute to personal identity.
- Different brands (e.g., Nike vs. Under Armour) express different affiliations (e.g., performance vs. underdog).
- Deepening relationships with brands can lead to identification as if they were family.
Consumer Behavior:
- Consumers defend brands they identify with, as criticism of a brand feels like a personal attack.

Neuroscience of Branding:
- Brands are related to people emotionally (e.g., love/hate relationships).
- Experiment with MRI scans of iPhone and Samsung users:
  - Apple Users: Showed empathy responses to news about Apple, similar to family responses.
  - Samsung Users: No strong emotional response to their brand; exhibited reverse empathy towards negative Apple news.
Key Finding: Many Samsung users may buy the brand out of dislike for Apple rather than preference.

Subconscious Choices:
- Consumers often unconsciously choose brands based on their self-expressive value.
Ethical Considerations:
- Understanding brand influence raises ethical, legal, and societal implications.
Making Informed Choices:
- Be aware of brand influence and reflect on purchase motivations.
Brand Engagement:
- Anti-brand sentiments also represent a form of branding.
- Brands fulfill a fundamental human need for support systems, similar to community or religious institutions.

Brands significantly shape consumer identity and behavior, and understanding this dynamic is crucial for making informed purchasing decisions.