Contextual Influences Significantly Drive Brand Choice
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Brands can boost sales growth by working to reshape people’s expectations amid the conditions – or context – in which people make choices, according to a report by research firm Ipsos. Its findings are based on a survey of more than 17,000 people in 10 countries.
Context influences 51% of what people believe that a brand can do for them, compared with 35% for expectations and 14% for empathy, the survey found.
