“…people often strengthen current habits and come to like things more, the more often they choose or use them (‘coherency-maximising’).”


people are less likely to explore the longer they’ve stayed with a current product.

In other words, trying something new becomes less likely because people strengthen their preferences with every additional purchase. Based on this finding, brands or retailers might be forgiven for thinking that product-loyal and brand-loyal customers are not worth approaching with new offers.


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