TLDR Tech / Marketing
When people are most likely to switch brands
Consumers are most likely to switch brands after they gain some experience in a product category but before they become experts. Analysis of 3.7 million product reviews across nearly 30 years showed that confidence follows an inverted U pattern as experience grows. People were 4.5% more likely to switch makeup brands after reviewing 2 to 10 products, and 54% of people who switched never returned. The research shows that prompting customers to reflect on product quality or benefits can increase confidence and reduce switching.
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