Fans become more loyal after they flirt with other brands, research shows
A Harvard behavioral scientist says a relationship with a brand is a lot like a romantic relationship. Straying is invigorating, but brings back feelings for a favored brand even stronger.
When consumers who are in committed brand relationships flirt with other brands, they become even more attached to their primary brand. They are then willing to spend more money to purchase that brand’s products, and more frequently.
Conventional thinking in marketing is to position your brand’s key differentiators against your competitors, thus attracting people to want to try your brand, like it, and become a raving fan. What that might really be doing is strengthening the attachment fans of your competitors’ products feel.
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