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As our loyalty is shaped by a trademark (and why we breach it)

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Why do we decide on one or another brand when shopping at a supermarket?

When shopping at a supermarket, why have you selected a brand or a particular product?

Shops invest large sums of money in order to try to understand or influence this decision-making process.

We know that supermarkets can only learn a lot about us Analyze what we buy.

However, the research also suggests that through time we form personal relationships with certain products, trying to justify ourselves why we decided to buy one and the other item.

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In short, we do not buy just what we love but at the end we prefer what we buy. And that means we are more open to influence than we think.

Therefore, studying the decisions we make at a supermarket can help us understand the decisions we make in other areas of our lives.

Marked by our choices

In order to explore customer decision making, we collect them for several years more than a million invoices from one of the main supermarket chains in the United Kingdom.

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As we expected, we found that buying people reveals what they value and what their goals are.

They range from very specific goals, such as preparing sauteed dinners to general goals such as reducing total costs.

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What we buy gives us an indication of our goals: from what we cook that night trying to save on our monthly expenses.

But our product relations go further, according to another study on customer loyalty cards.

An analysis of purchasing decisions of 280,000 buyers revealed that these people were hoping cycle itselfrarmature in which they connect more and more each time with the product.

These cycles tend to expand during several consecutive visits to the shops. After that, the form is interrupted and the process starts again with another mark.

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Interestingly, when consumers break these loose loops, they tend to do it a few products at the same time.

So, changing the brand of coffee will probably change your brands of detergent for yoghurt and you know, for example.

Blind loialti

But why is this loyalty evolving?

Another data analysis excluded the possibility of simpler factors price or force of habit were responsible for these habits.

One explanation is that people like what they buy, because of the need to "make sense" i of explain your choice to yourself and others.

For example, after purchasing salad ingredients, the consumer could begin to evaluate healthier foods to justify purchasing.

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Simple factors such as price or custom are not the most important when it comes to developing loyalty to the product.

This behavior pattern can be used to try to create a relationship with a particular product.

In a loyalty card study, we sent coupons to supermarket buyers who bought instant coffee to try another brand.

Those who were in the phase of change they had twice the chance to use the coupon that those who were blocked at that moment in their preferred coffee product.

This self-determination in decision-making is not limited to weekly purchases, but is likely to extend to many areas of our lives.

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The more restaurants you have, the better your rating.

For example, studies suggest that people defend what they choose in any environment, from the congestion they are purchasing politicians who decide to vote in the elections.

After we have voted for the leaders, we can eventually adopt their opinions and views on many issues, including those about which we were indecisive or even the issues against which we opposed.

Looking for "hidden goods"

Deciding a human being can sometimes be more logical, for example, when choosing a meal option to take home.

The study examined users of the popular app for sending food at home in 197 cities to understand how they decided in which restaurant to buy.

It is natural to think that application users make a decision based on factors such as the popularity of the business or the ratings they receive from the users.

But, in reality, we found that they were more interested in them find "treasure ocultabouts "with less positive reviews.

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What do you consider when choosing a restaurant where you order food at home?

This may seem counterintuitive and inaccurate, but this is the way in which sophisticated machine learning systems face uncertainty.

The more restaurants you have, the better your rating.

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When the restaurant has only some comments, even if it is not positive, there is a great possibility that the restaurant is excellent.

In the end, These few critics may be wrong.

On the other hand, when the restaurant has many good but not excellent reviews, the chances that the restaurant is remarkable is very low.

Or otherwise, customers prefer to risk discovering something great instead of they guaranteed something central.

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When we try a new restaurant and the result is disappointing us, we are likely to return to simple, low-risk choices, such as hamburgers.

Thanks to the study, we discovered that people who buy food at home in cities with better restaurants more likely to be taken risks.

It's an intelligent movement, as it's usually more likely that you will find a good restaurant in a city that has a wide and varied gastronomic offer.

However, our research shows that when people are researching and disappointed by poor experience, they return to traditional and unhealthy choices such as hamburgers.

Decisions day by day

Although consumers may not be aware of this, Your purchases reveal a lot about them.

Though it seems to float without thinking about the various options of sending food home, the traces of data they leave allow you to describe and predict a part of their behavior.

Now we know that when you break the loyalty of a certain thing, it's likely that the consumer also changes brands or models in other products.

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Customers could use this window to replace bad habits better, but they might also be more susceptible to announcements of new products.

Our understanding of making human decisions is constantly improving.

Combined with advances in artificial intelligence, this could help unlocking not only food choices, but all decisions we make in our everyday life.

* About this article:

This analysis was commissioned by the BBC to experts working for an outside organization.

Brad Love is a member of the Alan Turing Institute, the National Data and Artificial Intelligence Center in the United Kingdom.

He is also a professor at the University College in London. Earlier he worked as a consultant for Dunnhumbi, a company that works in the science of client data.

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