A study conducted by the Association of Public-Safety Communications Officials (APCO) says that this is due to emotional linking.
Public relations use this emotional linking to connect you to their product through marketing techniques and branding. They do this by finding ways for the consumer to see their brand as positive. Many of the decisions we make are greatly dependent on emotional factors.
- We tend to avoid thinking about which brands give us the most value for our money and are instead pulled to the brands that we love. We stick to things that are familiar and those we trust. With the fast paced lives we life this makes shopping much more convenient and less stressful.
- We stay loyal to our brands and won’t purchase from the competitor unless we become unsatisfied or are disappointed. We feel a sense of comfort in being familiar with the brand we have purchased; we see the brand as a promise of quality.
- If we are satisfied with a product we won’t switch brands because we do not want to risk being unhappy. This is based on our perception created by public relations. We are not just attracted because of a catchy commercial but because we feel the brand makes us related to a certain class of people and that it is better for us and our families.
With this information companies are informed of which marketing and public relations strategies work and which do not. They can use the branding to their advantage to avoid competition.
Next time you search with Google instead of Bing, ask yourself, why?