Pure logic is no guarantee of a winning argument. Minds tend to be both emotional and rational. Why do people buy what they buy? Why do people act the way they do in the marketplace?
When you ask people why they make a particular purchase, the responses they give are often not very accurate or useful. That may mean they really do know, but they are reluctant to tell you the right reason. More often, they really don’t know precisely what their own motives are.
For when it comes to recall, minds tend to remember things that no longer exist. That’s why recognition of a well-established brand often stays high over a long period, even if advertising support is dropped. It’s all about the power of being ﬁrst. In the mid-1980s, an awareness study was conducted on blenders. Consumers were asked to recall all the brand names they could. General Electric came out number two—even though General Electric hadn’t made a blender for 20 years.
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