Consumer brand choices – perceptions rule over logic

We are ruled by our emotions first, and then we build justifications for our response.

iphone-410311Let’s consider a popular consumer brand choice you’ve likely thought about. Is the iPhone or the Android better for you? At the time this was written there were more than 97 million results on Google for that question, with lots of data points to consider. Which platform has the most advanced multitasking capacity? Which has better applications? You likely have a list of logical reasons in your head why one or the other is the best choice.

You may be disappointed to know two researchers at The University of Texas at Austin suspect those rational reasons may have little to do with your decision. Continue reading “Consumer brand choices – perceptions rule over logic”