UCONN MARKETING PROFESSOR UNCOVERS CIRCUMSTANCES INCREASING LIKELIHOOD THAT CONSUMERS WILL TRY NEW BRANDS

Summary from the TLDR Marketing newsletter

Consumers are more likely to try new brands when product choices conflict with their active goals. Studies found that gym-goers, focused on health, were more likely to choose an unfamiliar candy bar over a familiar one, while those in a dining hall stuck with known brands. Similar patterns emerged with cookies and trash bags, showing that ambiguity helps justify new choices. This shows the importance of positioning novel brands in contexts where they challenge consumer goals, making them more appealing.