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Why Are We Loyal to Certain Brands?

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Why do people often buy the same brands over and over again? Hosted by: Hank Green ---------- Support SciShow by becoming a patron on Patreon: https://www.patreon.com/scishow ---------- Dooblydoo thanks go to the following Patreon supporters: Kevin Bealer, Mark Terrio-Cameron, KatieMarie Magnone, Patrick Merrithew, D.A. Noe, Charles Southerland, Fatima Iqbal, Sultan Alkhulaifi, Nicholas Smith, Tim Curwick, Alexander Wadsworth, Scott Satovsky Jr, Philippe von Bergen, Bella Nash, Chris Peters, Patrick D. Ashmore, Piya Shedden, Charles George ---------- Looking for SciShow elsewhere on the internet? Facebook: http://www.facebook.com/scishow Twitter: http://www.twitter.com/scishow Tumblr: http://scishow.tumblr.com Instagram: http://instagram.com/thescishow ---------- Sources: Sources: http://www.sciencedirect.com/science/article/pii/S0148296311001020 http://onlinelibrary.wiley.com/store/10.1111/1468-5884.00177/asset/1468-5884.00177.pdf?v=1&t=j63obegg&s=e6669010c611e1d118c411881d3bd365f7ab7dda https://ejop.psychopen.eu/index.php/ejop/article/view/522/html https://www.theguardian.com/media-network/2016/mar/08/marketing-psychology-brand-message-disrupting-habits https://hbr.org/2006/06/more-isnt-always-better https://sheenaiyengar.com/wp-content/uploads/2016/08/2000-WhenChoiceIsDemotivating.pdf http://www.cell.com/neuron/fulltext/S0896-6273(04)00612-9 https://static1.squarespace.com/static/571960863c44d8e556c40f59/t/57bb683cd482e962ff7cd0a3/1471899708325/Matheretal2000.pdf http://www-bcf.usc.edu/~tellis/advertising.pdf Images: https://commons.wikimedia.org/wiki/File:Ventromedial_prefrontal_cortex.png https://commons.wikimedia.org/wiki/File:Gray739-emphasizing-hippocampus.png
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Text Comments (379)
Reyalist Corneja (1 month ago)
I'm not susceptible to brand loyalty. Being an outlier makes me less interested in trending. The bandwagon effect has no effect on me. Well, I just bought a cheap rugged phone that the mainstream US-based tech reviewers don't even bother to mention because they don't serve a monetary purpose. 🤔🤔🤔
Sarosenna (2 months ago)
What about brand disloyalty? Avoiding a certain brand at all costs?
Rachel&John Hyatt (2 months ago)
They only care about money
Mason Silvers (3 months ago)
Domino Hut :D
Jeremiah Larkins (4 months ago)
I'm loyal to brands that last a long time. I'm more likely to buy a pair of DCs or Adidas shoes when I have the money because they last years of abusive use as apposed to brands that only last a few months.
Frankerzed (4 months ago)
I didnt really understand the last thing on people tending to ignore all the bad aspects of a brand. Can someone explain me how so?
Matthew (4 months ago)
Growing up, I drank Pepsi. Rarely Coke. But I lived in the Middle East (where Pepsi is, at least from what I perceived, a lot more popular.) and now that I am in North America, I only drink Coke. Because traveling made me realize that Pepsi and Coke taste different depending on where you are in the world.
Angelina L. (5 months ago)
Everything I buy has to be a specific brand and if it’s not I get anxiety. I always thought this was because I don’t like trying new things but looks like I was wrong.
Elena Gibbons (6 months ago)
I remember on one episode of Brain Games they talked about many options vs few options. They explained it using ice cream. In their example, there were two ice cream shops you could pick from. One had probably around 34 flavors and the other one only had around 5. On this show, they listed the flavors that each store had for sale. They then asked the audience which store they would pick to go to, and then predicted that most people would choose the more options store. But after that, they explained this slight paradox. All the while I sat there feeling smug because I had picked the first one because it was the only one with chocolate.
Limi V (7 months ago)
I thought this video might also discuss choosing a new kind of product when one of the items belongs to a brand the person knows already, and the other one to an unfamiliar one. A little disappointed it wasn't brought up
Bloggin Brandi (8 months ago)
This is a great explanation and take on Branding. I look at quality of a business and their product or service, but most importantly is their staff. I base my entire experience off their attitude. I can't wait for kiosk to check me out so I never have to deal with crappy attitudes and not getting the right order especially at restaurants!
CaramelLeek (8 months ago)
Ew I don't want any brands to become part of my identity.
Eeing100 (9 months ago)
League of legends and dota
Nick Cameron (9 months ago)
so much brand loyalty and coke talk without mentioning the new coke flop is almost unbeleavable
Brenden (10 months ago)
midtownboy _ (10 months ago)
Wal-Mart is so different to target
Swarnika Gangrade (10 months ago)
Everytime I walk inside a Burger King, I feel like I am cheating on McDonalds.
Bloggin Brandi (8 months ago)
It's probably safer and less questionable. Plus the customer service at Burger King is you can have it your way. At McDonalds it's you get what we give you.
Robert McDaniel (10 months ago)
I never understood the Coke vs. Pepsi debate. For one, people's tastes can change over time. Plus, the two drinks, in my opinion, have their own times and places. Like, I prefer Coke when I’m at home but Pepsi at parties.
MissPronounced (10 months ago)
The first thing that came to mind when I saw the title was "Apple products". People are so stupidly obsessed with their products, even if they're mediocre at best (yes I said it) and overpriced. People keep throwing their money at Apple, even when their phone screens break within a year or so. It's so weird to me; I'll buy the best phone brand on the market at the time, because competition is more convincing that brand identification to me.
Sky Cloud (10 months ago)
I think psychologists need to tackle the disease of the mind that is isheep syndrome. Suffers experience crippling loss of analytical thinking and get scammed lots of money but can't stop.
Alvian Primazela (11 months ago)
nice shirt man
Tim Valstad (11 months ago)
Tim Valstad (11 months ago)
Bing sucks ass
Daan W. (11 months ago)
Why did you guys not even mention that I might be loyal to brands because I don't want to make a multivariable comparison every time I buy something complicated? For instance, I like apple because so far it has shown to be much more reliable than other brands. Off course I will be hard to convince otherwise, but that is mainly because I don't like having the same discussion over and over.
Bloggin Brandi (8 months ago)
You don't know what you don't try. I am an Apple user, but never had an Apple computer until this past year. I didn't even know what all was possible until after I started using my computer with my phone and tablet etc... It is a whole new world. BUT I grew up on a PC and even in corporate jobs that is what they use most of the time. So you are stuck learning on what you have.
Love this. I love the brain
Klara Diels (11 months ago)
But coke and pepsi are different? Because coke was founded before the refrigerator and pepsi after so it only tastes the same when pepsi is cold and coke is warm...
epiciownz (1 year ago)
TheDroidBay (1 year ago)
The hippocampus is a tiny brain sausage
Nmethyltransferase (1 year ago)
Why does ketamine work (whereas memantine fails) for depression?
tarangkhaitan (1 year ago)
Can you do a video on brad disloyalty ? like I personally always want to try different brands even of the same exact products and am sure am not the only one who does that.
Ian (1 year ago)
THE_KRAKEN (1 year ago)
I can honestly say that I am more loyal to target then Walmart because Walmart just sucks like for example I pre-ordered this thing and two months later still hasn’t arrived and I am forced to cancel my order and get it off Amazon instead as at this point its out and has been fo 17 days. Target is just more reliable.
Maya McCullough (1 year ago)
but dominos is objectively better than pizza hut and target is objectively better than walmart. anyway
Naughty Hotdog (1 year ago)
People like to spend money on labels
oldcowbb (1 year ago)
choice, the problem is choice
I grew up in a Chevy Tahoe, will only buy Chevy's.
coldflame (1 year ago)
Put your dukes up Mr. Hank Green.  (Also, ridiculously good job like, all the dam time!)
Michael Turner-Smith (1 year ago)
I’m loyal to Audi, Ford, Fiat/Chrysler (mostly Fiat), Pepsi, SkullCandy.
Chloe Pearson (1 year ago)
Josh Derak (1 year ago)
I prefer Pepsi because it tastes less disgusting when it's warm. When they're both cold, they're both alright. Coke does seem to have more of a slimy, sugar mouth feel that I don't like.
Some Kind of Nice (1 year ago)
Wow, that's an ugly shirt
zoology (1 year ago)
That Bing vs. Google ad campaign they ran cracked me up because Bing had trouble finding what I wanted & would often bury the important stuff under unrelated junk, so ultimately Google won out every time. The search engine's accuracy has improved since then but I still think it was a dumb move on their part.
VeNoM0619 (1 year ago)
Ads are just reminders to buy a product? Guess that's why products no longer try to convince you to buy it, just make an impact to remind you to buy it. Also explains why they are becoming so terrible (ie: puppy monkey baby)
Bloggin Brandi (8 months ago)
I think TV ads are dead and there is no trackable measure. But, internet you can gauge what is working. The BIG companies will fail sooner or later. They just don't get the engagement process. People actually care because they have more information now with the Internet. they have the ability to make educated choices.
Jake Lancaster (1 year ago)
Uh.... deff not the same...
David Goodner (1 year ago)
There's also the element of risk aversion. If you buy brand X and it does what you wanted it to do, you're less inclined to try other brands because they might not, and you'll have wasted money. Even for trivial amounts of money.
Bloggin Brandi (8 months ago)
And, in most cases brand x is made by other brands behind the scenes. I had this happen with a product of mine. They wanted me to private label it to sell at a STEEP discount for a major retailer. Even though the change would be massive for my business it could actually hurt me in the long run because of the price cut.
Probus Excogitatoris (1 year ago)
I seem to be a weirdo in this regard. I can't think of a single brand that I consciously go back to time and time again. I could not tell you what brand of clothes I'm wearing at a given moment, even if my life depended on it. I have switched brand the last four times I bought a smart phone. I don't own a car, so I have no affiliations with a particular car brand. I play the guitar, but mostly play a custom guitar made by friend who is a luthier. I'm sure, that there are some brands that I'm unconsciously biased towards... but, in general I just don't seem to care about brands.
Ahmed Kazikian (1 year ago)
I never stuck to one brand of cigarettes so I wouldn't get addicted.
therabbithat (1 year ago)
Xan Kreigor (1 year ago)
The PC vs Mac commercial is so silly now considering how much PC's outperform Mac's in everything and are cheaper.
g00gly0eyes (1 year ago)
That is interesting, I don't think I would be watching psychology related videos, but since it's scishow and is hosted by hank green, I will. Familiarity is a powerful decision maker.
Dakila Lozano (1 year ago)
My phone right now is Huawei again😀😀 for my laptop i might buy an asus again😁
mellow m (1 year ago)
i never got loyal to a brand o:
IcePrincessYuki (1 year ago)
The Mac vs PC thing isn't a brand loyalty thing, it's a user compatibility thing. ....I'm not compatible with macs.
Bloggin Brandi (8 months ago)
Or you grew up on one versus the other. I grew up on a PC but recently tried a Mac and my world has changed.
Never Again (1 year ago)
Sony never failed me. in anything. same goes to Toyota, Lenovo.
Sapphire (1 year ago)
DUDE. Starbucks coffee tastes *way better* than Dunkin (which is on-par with McDonalds, all of which is WAY BETTER than 7-11). I'm not even a coffee snob, so I was surprised to learn that I can actually taste the difference. Also, Pizza Hut has better pan/deep-dish pizza, but their Gluten Free pizza tends to be contaminated, whereas Domino's Gluten Free Pizza has never given me issues. So if I could eat Gluten, I'd want Pizza Hut, but since I can't, Dominos. I can't personally comment on McDonalds vs. Burger King, but my husband says BK's grilled burgers taste way different (and better, and bigger, and has more fat). This isn't loyalty to the specific BRAND, it's just loyalty to BETTER TASTING FOOD. This is why my husband and I have "brand loyalty" - because we go somewhere expecting the yummy. If/When our "favored" brands start serving crap food, we stop being loyal. I'm not saying these effects (described in the video) aren't real, just that they don't pertain to EVERYONE at ALL TIMES. Which is kinda how the research tends to be presented.
Walter Marlin (1 year ago)
If the label fits.
Dee B (1 year ago)
Yea. Some people really like coke.
Pranav Kasetty (1 year ago)
Was this video based on the chapter "Kenna's Dilemma" from the book "Blink" by Malcolm Gladwell?
Tyg Rahof (1 year ago)
I try a lot of brands; and usually continue to buy only the quality ones. Some, like Campbell soup for example, has been in my life for as long as I have been alive. It is part of life, not just my choice.
Wolfferoni (1 year ago)
Jam? Don't you guys say jelly in the US? I say jam so it was a pleasant surprise to hear it
Elizabeth Anderson (1 year ago)
http://mentalfloss.com/article/502862/jam-vs-jelly-whats-difference - Short version: Jam is nicer quality usually, as it contains more real fruit.
Wolfferoni (1 year ago)
Wait what. How are they different?
Elizabeth Anderson (1 year ago)
AShadowWolf jelly and jam are two slightly different products in the US.
John Ludlow (1 year ago)
I think bias is a big part of it. People want to be correct and will distort reality to make them correct. They'll invent reasons why their choices are the correct ones, then continue to apply that logic the next time they make a purchasing decision. Any change implies that their choice was somehow wrong and they're bad at making choices. People tend to think this way even when it makes no sense - which is why we see so many heated arguments over extremely subjective things like music preferences.
My name is Connor. (1 year ago)
I grew up poor and as a result, I will try every generic before resorting to name brand. I'd rather have those 100% authentic brand name US dollars. Oddly enough, I find I tend to dislike brand name dairy products. Kraft cheese (the real stuff, not the American slices) is chalky and bland, and Yoplait's nonfat and lowfat lines are disappointing.
Marcus Armstrong (1 year ago)
It makes me wonder how much the choice-supportive bias effects people's loyalty to political parties. It's been shown that if both of your parents identify with the same party, there is a two-thirds chance that you will as well.
Nofxthepirate (1 year ago)
I find that brand loyalty gets more interesting the more complicated and expensive a product is. For instance, I am mostly loyal to Asus for computer products. But this isn't because I chose Asus and then just kept convincing myself it was the best. It's because I tried HP and Dell products before and had 1 bad experience with each of them and decided it was never worth buying another Dell or HP product. Now when I shop for anything PC related, those 2 brands are completely off the table for me, despite having had plenty of problems with my Asus products. The difference is that the Asus problems happened gradually and were more isolated. The HP and Dell problems were severe and catastrophic, causing me a lot of frustration and stress at once instead of a little frustration over many months. So it is not only brand familiarity, but also learned aversion to specific brands, that dictates my brand loyalty.
Cola and Pepsi tastes very different where I'm from acidity and sweetness level is noticeable. Cola has a stronger kick but is less complicated, Pepsi is softer and the sweetness is more prominent. Also REAL SUGAR YASSSSSS
Rob v w85 (1 year ago)
because they have brainwashed us.
Temsha Sanaie (1 year ago)
Dominos still tastes like butt
The God Emperor (1 year ago)
Tribalism corrupts all things :(
Salty der Regenmacher (1 year ago)
Playstation 😍
R.Instro (1 year ago)
Switch "Pizza Hut" for "Papa John's" or whatever: Pizza Hut's crust & method of baking is very different from Dominoes', PJ's & the like. Using PH instead is like saying that "McDonald's & Arby's fries are the 'same'," instead of, maybe, "McD's & Wendy's" or whatever; seasoned curly fries are totally different from regular fries so you wouldn't say those are the 'same', would you?
GuanoLad (1 year ago)
When it comes to food, I have very narrow tastes, so it's not really about brand loyalty so much as flavour familiarity. I know what I like and am risk averse to try anything new. But for other products, my rationale is generally, if it ain't broke, don't fix it. If the thing I bought works well for me, then I consider it reliable and will stick to it until it fails me or my needs expand beyond their scope. Next time I need a new phone, I will likely stick to the same brand I have now, but only if they do what I need. I may not be typical.
Jesse Ansell (1 year ago)
I'll happily suck down a Coke or lap up a Pepsi. #iswigbothways
Eduardo Vargas (1 year ago)
Pizza hut and Dominoes are the same thing, garbage.
Stephan C (1 year ago)
because its 'tried and true'. you wouldn't want to have apprehension every time you try something new if its going to be same (quality) or not. like the brand consistently puts out something you like, why not? baseline its how people deal with changes.
Gigaheart (1 year ago)
Brands should NEVER be part of who you are.
Joseph Fox (1 year ago)
I personally try to chose based on quality or cost, or even if they have strong political leanings.
Flurby Durby (1 year ago)
I prefer Domino's over Pizza hut simply because Domino's is closer and cheaper to deliver even though their prices are similar. Cheaper delivery fee.
MakeMeThinkAgain (1 year ago)
They could really confuse things by combining these tests with the ones where the decisions are made in public and everyone in the group is playing a part except for the one person who will go along with the group.
apinakapinastorba (1 year ago)
I find it funny that researchers always "find out" that certain parts of brain activate when you do these activities and it's always on the news. Isn't that how the brain works?
Joseph Salomone (1 year ago)
I'm loyal to a few brands: Logitech: Because on multiple ocasions, they gave me the best experience I've ever had with RMA-ing and tech support. Dewalt: Cordless Powertools only, I don't feel like buying different battery packs and chargers for other brands. Especially since I don't have a lot of space to store tools. Leatherman: One two separate occasions I broke my leatherman, walking into their store, and they just handed me a new one without any questions.
Kitty Beans (1 year ago)
I tend to just buy the best benefit/cost version of whatever I want to buy. Though I have wondered if buying off brands might be better... supporting local businesses and whatnot. Like purchasing Ma n Pa's cornflakes instead of Kellog's cornflakes.
Kitty Beans (1 year ago)
huh, people are loyal to certain brands... who knew!
arduria (1 year ago)
I like Google better than Bing because Google brings up the most relevant results for me, and it has little to do with the interface. I use what just works well for me. As to the topic on hand, I use the brands that I've discovered work best for me, and I stay loyal to them until their products change enough to just stop working well for me, and then I start the cycle all over again. Plus, I try to go generic whenever I can to save a few bucks.
Nin10 (1 year ago)
'Tis a required taste. I was a fan of Oreos and when I switched to a general brand version of Oreos it was horrible, but after a couple of days I realized it was actually enjoyable and now Oreos taste weird.
Potato Toddler (10 months ago)
Nin10 acquired**
Nicolai Veliki (1 year ago)
But Burger King really IS better than MacDonalds!
Aditya Manuwal (1 year ago)
This can be applied to religion and political preferences too.
Kaela Olsen (1 year ago)
Thank you SciShow!!! Love this Channel!
Antolin Julian (1 year ago)
Kenny Martin (1 year ago)
I wonder how this effects politics? I've seen a lot of people vote for their preferred brand of politic, instead of voting for the person behind the brand and their ideals and policies.
Joseph Fox (1 year ago)
it is a bit ironic because not too long ago they were pushing for voting, and he didnt seem to say "make an informed choice before you vote or dont vote at all"https://www.youtube.com/watch?v=bOp0lpXtqN4
Kenny Martin (1 year ago)
What about trust? Is that a factor? As in say, if you never had a bad experience with a brands product line, you return to it, trusting that the new model from them will be just as good, if not, better than the last.
Tom Morgan (1 year ago)
I've heard before that advertisements don't work on today's generations (Y+Z), because we're inundated with them from a young age and learn to ignore them. Is that actually true or is it a myth?
BackBoy (1 year ago)
Does this also work the other way around, if you're lonely, you often get sad and aan downfall in self-esteem
nickt (1 year ago)
i'd like to know how the participant knowing these phenomena would affect their fmri results
Angela Nardi (1 year ago)
...so no mention of quality... curious...
Chaitanya Singh (1 year ago)
Does this explain why I'm addicted to Scishow and other science channels (minute physics, veritasium, SED,...etc)?
Ethan Chou (1 year ago)
Or sci-show psych, sci-show, sci-show space, sci-show kids, It's ok to be smart, smarter every day, Crash Cource, Vsause 1, 2, 3, CGP grey, Kurgeast? How do you spell it?
Bikes & Drones (1 year ago)
I feel like Bing deliberately trying to be useless. Their results are always nearly useless.
David M. Johnston (1 year ago)
No offense to the other hosts but my brand loyalty to Scishow tells me to prefer Hank. Love you Hank!
Patrícia Silva (1 year ago)
This still hasn't made me understand why I am crazy about IKEA....
Ni Enye (1 year ago)
memory association maybe? you have good memories associated with it? or you always see it so it must be good?

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