Consumers often don't know why they do what they do

WHEN consumers are asked why they bought a particular brand, they seldom credit the brand’s ad plan.
It doesn’t mean the advertising was ineffective. More than likely, it means that, by the time of the sale, the advertising the customer had been exposed to might be very far behind him or her emotionally, and he/she has moved past the advertising impact and into his/her own rationale to buy.
This is why many customer surveys are flawed. At the time of purchase, consumers have forgotten about the advertising messages they’ve been exposed to over time.
On top of that, Americans don’t want to admit that ads affect them. But, if this were true, nothing we buy would have a brand name on it. We buy brands because we trust them. We feel comfortable buying because we were exposed to advertising that helped us form an opinion of the brand.

TVWeek, 6/12/06, A.Armbruster

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