Marketers and researchers alike have long known that people don’t always make the choices they say they would like to.

But one of the most startling findings of Kantar TNS’s Commitment Economy study is just how often this happens. In fact, on 42 per cent of shopping occasions, people do not buy the brand they say is their preferred choice.

From a brand perspective, it’s crucial to understand why consumers don’t act on their desires – and whether you are gaining or losing from the compromises they make. A brand could be creating desire and demand in the minds of consumers only to lose out at the final hurdle, or successfully nudging shoppers towards purchases despite not being their preferred choice. In this feature, we reveal the key marketing levers that mean consumers don’t always get what they want:

  • Affordability – and the intersection of price-setting with Power in the Mind
  • Availability – and the different strategies pursued by brands to enhance it
  • Shared decision-making, and the tendency of consumers in various markets and demographics to defer to others when it comes to brand choice.
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