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6th June 2007, 15:18 | #1 |
Madshrimp Join Date: May 2002 Location: 7090/Belgium
Posts: 79,020
| Product loyalty: consumers mistake familiarity with superiority Anyone who has followed consumer electronics and online services knows that once a product reaches dominance, it becomes very hard for it to be dethroned (hello, iPod, Google, and Windows). Economists have argued for years regarding the costs involved in finding and adopting alternatives, but the psychologists will point out that familiarity and comfort play major roles in keeping consumers loyal to an incumbent. Research that appears in the Journal of Consumer Research delves into how these factors, collectively termed 'Cognitive Lock-in', develop and play out. http://arstechnica.com/news.ars/post...periority.html
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