According to our very first Customer Loyalty Index in 1997, the ratio between rational and emotional considerations driving brand preference and loyalty was about 60%-40% in favor of rational values.
Twenty-five years later, the version adapted for the 21st century consumer and 21st century marketplace – the Customer Loyalty Engagement Index – found the mean across all categories surveyed is closer to 80%-20% in favor of emotional over rational appeals.
For more insights into emotion, we invite you to read Jack Neff’s AdAge article, “Emotion has overtaken reason in choosing brands.”
It’s been said emotions are the great captains of our lives.
It turns out, for brands too.
Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.
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