Consumer Purchasing Behavior
Most purchases are made by consumers who are already predisposed to a certain brand, limiting the impact of performance marketing.
According to research by WPP Media, 84% of purchases are made by people with a pre-existing bias towards a brand.
Brand Priming Bias
The research paper "How Humans Decide" explores the concept of "brand priming bias", which refers to the cumulative effect of consumers' brand experiences over time.
- Owned media
- Shared media
- Paid media
- Tacit experiences, such as seeing a product on a shelf
The chances of performance marketing changing a consumer's mind is vanishingly small.
This bias influences consumers' decisions when they enter the "active stage" in the customer journey, where they already know which brands they will consider for a purchase.
Author's summary: Consumers are often already biased towards a brand before making a purchase.