CERTAINTY IS A MAJOR DRIVER OF COMSUMER BEHAVIOUR AND PURCHASING. If you are anything like the majority of human beings, you are none too keen on uncertainty. For most human beings the ‘knowledge’ that the sun will rise tomorrow is comforting, and the possibility that it might not is frightening. Equally: In a time of […]

CERTAINTY IS A MAJOR DRIVER OF COMSUMER BEHAVIOUR AND PURCHASING. If you are anything like the majority of human beings, you are none too keen on uncertainty. For most human beings the ‘knowledge’ that the sun will rise tomorrow is comforting, and the possibility that it might not is frightening. Equally: In a time of war, few democracies change governments, because they want certainty, even if it is a case of – ‘better the devil you know than the one you don’t know’. The strength of COKE lies in the certainty regarding its flavour. Most people cannot differentiate it from key competitors in a blind taste test. The RACGP is currently running an advertising campaign promoting the concept of having a GP for life, and leveraging the certainty that delivers. Changing GP is not common. Not only are consumers attracted to certainty, there are whole industries that have built up…