WHAT DRIVES CONSUMER CHOICE, AND HOW BRANDS SHOULD RESPOND – How humans decide. [REPORT]

Reaching a target audience in an attentive state (with the right content) is a widespread equation for effective brand communication. But should it be? Are reach and attention enough to influence people to buy, and continue buying, your brand?

This paper, drawing on WPP Media’s database of 1.2 million consumer purchase -journeys, shows that the key to knowing how brands grow is understanding how humans decide. When the complexities of human decision -making are understood, the missing pieces of the equation are revealed: influence and receptivity .

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