People Want What's Familiar
- Marieke De Vries says in his research that people will buy brands that they are more familiar with.
- People want what they already know so that they won't get scared or sad.
- People are willing to try something new and different when they are tired or not happy with the product they are using anymore.
The Desire for The Familiar is Related to The Fear of Loss
- Craving for the familiar and a preference for the familiar brand is tied to the basic fears or loss.
- When people get sad or scared, the old brain and the mid-brain are on high alert.
- A quick way to cope with this is to be safe is to go with the brand and logo they know.

84: People Want What Is Familiar When They're Sad or Scared