Brand Loyalty, or Creature of Habit?

Advertise Marketing Words on HDTV Television

This week, one of our foxes asked, “Have you ever been swayed by the appeal/cleverness of an ad for one particular brand to switch from another that you generally used?”

I thought about this topic for several days before concluding that this is not something that happens to me. While ads for new products intrigue me and I’ll often think about trying out the latest gadget or fashion accessory, I don’t often act on the thought. And once I’m happy with something, I will rarely switch to something else, no matter how clever the advertisement from a competitor. There are a few reasons for this.

First of all, I hate to shop. I know in some circles that admission would cost me my card-carrying status as a female, but it’s true. I don’t go into a store unless I need something inside that store – or unless the husband, child, grandchild or friend I’m with needs to go. If and when I choose to purchase something, it’s because I need it – or I will need it at a future date. I’ll often do my comparison shopping online and once I’ve made up my mind I’ll visit the brick-and-mortar shop to make the actual purchase. The only exception to this is books and craft supplies – but that’s another story!

The second reason I’m not swayed by ads is because once I find something that works, I tend to stay with it until that item is no longer available. I don’t know if that’s brand loyalty or if it’s a matter of being stuck in a rut. Thirty years ago, I bought my first computer – an AppleIIc, and to this day I’ve never purchased any other brand of computer, smart phone, tablet, or watch. I buy my clothes from the same three or four stores as I did when I got my first paycheck. I get my hair cut at a salon I discovered four years ago, but I went to her only because my favorite stylist moved across the state. 

Third, while an ad might have me checking out a different brand, the final decision for purchase depends more on price, convenience, and need. For example, the hair dryer I bought last week was a brand I recognized, but the reason I chose it was because it was less than half the price of the ones on either side of it (I love a good sale!). My mom, who loves to shop, has a purse and a pair of shoes to match almost every outfit (an exaggeration, I’m sure, but she has a LOT of each!). I have one black purse for winter, a flowered one for summer, and a Japanese silk one for when I get REALLY dressed up. I have one pair of white tennis shoes, one pair of black dress shoes, and one pair of brown dress shoes. I’m far from being a minimalist, but with clothing, if I don’t need it, I don’t buy it. It’s so much easier to put an outfit together when your choices are limited!

So, to answer the original question, no, I’m not swayed by slick advertisements. I don’t watch much television, and when I do, I often leave the room during commercial breaks. There’s always something that needs doing around here!

Have ads ever made you switch from your favorites?

About Patricia Kiyono

During her first career, Patricia Kiyono taught elementary music, computer classes, elementary classrooms, and junior high social studies. She now teaches music education at the university level. She lives in southwest Michigan with her husband, not far from her five children, nine grandchildren (so far), and great-granddaughters. Current interests, aside from writing, include sewing, crocheting, scrapbooking, and music. A love of travel and an interest in faraway people inspires her to create stories about different cultures. Check out her sweet historical contemporary romances at her Amazon author page: http://www.amazon.com/Patricia-Kiyono/e/B0067PSM5C/
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12 Responses to Brand Loyalty, or Creature of Habit?

  1. No. I can’t remember any time when an advertisement has caused me to switch brands. I may have chosen something new because of an ad, though.

    Since I worked in advertising for several years, I’m very critical of ads. Most are not done very well at all. IMO It would seem that most companies feel their customers are foolish people, don’t have any sense at all, or are just plain ignorant. Who would want to be associated with that product? Although, I do enjoy advertising when it’s cleverly done, with taste, and love the ads with cute animals.

    I’m assuming you’re applying this to the books we write. I try to tie in my advertisements/memes with something about the story.

    Btw, when it comes to shopping, I’m with you. I shop when it’s necessary. No therapy involved. LOL

    Liked by 1 person

    • Patricia Kiyono says:

      Thanks so much for weighing in! I actually hadn’t made the transition to applying the idea of advertising to our books, but you’re right. Our memes and ads need to show readers why they would want to read them.
      It’s so nice to know there are others who don’t NEED to shop all the time! I traveled to Greece with a friend who couldn’t pass a shop without going in to browse. It took us forever to get anywhere!

      Liked by 1 person

    • I’m not easy to fool, but if you will drop in on Friday, I will explain why I chose this subject, Sharon.

      Like

  2. Jeff Salter says:

    If I changed a few words, like “dresses” and substituted “jeans” — I could probably reprint almost your entire post on Hound Day this week.
    Interestingly, I just posted something about brand loyalty — albeit related to cigarettes — so maybe I’ll copy and past that for Thursday.
    HA.
    Anyway, your approach sounds quite sensible and very thrifty. I commend you on such shopping discipline.

    Liked by 1 person

    • Patricia Kiyono says:

      I had to re-read to find out what I’d said about dresses, because I don’t wear them often! I did see your post about cigarettes and wondered if you were preparing your post for this week. I’m not sure why I avoid shopping – I often wondered if it was because I spent so much time not having the money to buy much. If I can’t afford it, why look at it? Anyway, looking forward to seeing what everyone else has to say.

      Like

  3. I’m not much of a shopper either, except for books and washi tape like you, Patricia. I’m definitely not an early adopter. If the product is new, I wait for the reviews to come in before I’ll try it.

    Funny the topic of book marketing comes up here, too. I just analyzed my last two discounted book promos and found I made a profit on one, not on the other. Overall, I pretty much broke even. So as I was contemplating promoting another book, I wondered if I should try a different approach. But I like what’s familiar, so I duplicated the first promotion which was profitable. I wish I were a risk-taker, but marketing funds are limited, so I guess I decided to do what worked the first time.

    Liked by 1 person

    • Patricia Kiyono says:

      I don’t blame you for sticking to what works, Elizabeth! Not many of us have the funds to try a lot of new things. Best wishes on your promo campaign!

      Like

  4. Elaine Cantrell says:

    I’m not much of a shopper either. Interestingly enough, I did see an ad today that made me think of buying a certain brand of athletic shoes.

    Liked by 1 person

  5. Diane Burton says:

    I’ll check out something new after hearing/reading an ad. If I get a coupon for something I use, I might purchase it. But, like you said, Patty, I tend to stay with tried & true–like shoes. Once I find a pair that fits well and I like, I’ll stick with that brand and style.

    Like

  6. I tend to end up with the cheaper items when shopping as well. If the items all do the same thing then I don’t see why I should pay more money for the one just because it has a brand name.

    Like

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