Consumer choices uncovered: Why branding shapes more than just perception

When it comes to marketing and purchasing decisions, brands play a critical role. But how exactly do they influence product attractiveness and the decision-making process of consumers? A recent study published in Frontiers in Behavioral Economics sheds light on this intricate relationship, offering valuable insights for marketers and businesses.

The research: An innovative analysis of consumer behavior

The study, led by Xiaozhi Yang and colleagues, set out to explore how consumers integrate brand information and product attractiveness into their purchasing decisions. To achieve this, the researchers used a unique combination of advanced computational modeling and eye-tracking technology.

Participants, aged 18 to 24, were asked to choose between pairs of clothing items presented both with and without visible brand labels. The clothing items were sourced from well-known mid-market brands to avoid biases related to luxury pricing. Before the experiment, participants rated both the attractiveness of the products and their personal preference for the brands.

The researchers then measured two key aspects:

1. Choice Behavior: Which items participants preferred when brand labels were present versus absent.

2. Visual Attention: Where participants focused their gaze and for how long during the decision-making process.

To analyze this data, the team employed a computational approach called the Attentional Drift Diffusion Model (aDDM). This innovative model allowed them to connect reaction times, eye movements, and expressed preferences to quantify the impact of product and brand attributes on decision-making.

The Attentional Drift Diffusion Model (aDDM): A new lens on decision-making

At the heart of the study lies the aDDM, a model that captures how decisions are made by simulating the gradual accumulation of evidence in favor of one option over another. This evidence builds up until a threshold is reached, triggering a decision. The model integrates several measurable variables:

1. Reaction Time (RT): How long it takes for participants to make a decision. Longer times indicate more deliberation or difficulty in comparison.

2. Eye Movements (Eye Tracking): Identifies which visual elements (brand or product) receive the most attention and for how long.

3. Expressed Preferences: Preliminary evaluations of brands and products, which influence how strongly each attribute impacts the final decision.

The aDDM assumes that visual attention amplifies the weight of certain attributes. For example, a product that receives more focus is more likely to be chosen, even if other attributes are less favorable. Similarly, a brand label can steer attention and influence choices, even if the product’s visual appeal is higher.

What they discovered: Key findings

1. Products Outweigh Brands—But Not by Much

While product attractiveness contributed 70% of the decision weight, brand quality still accounted for 30%. This shows that while the product's appeal is paramount, a strong brand can significantly sway decisions.

2. Brands Have Both Direct and Indirect Effects

- Direct Effect: Participants were more likely to choose products associated with preferred brands, particularly when they spent more time looking at the brand labels.

- Indirect Effect: Attractive clothing items increased attention toward their associated brand labels, but not vice versa. This highlights how visual appeal can enhance the influence of branding.

3. Branding Encourages More Deliberate Decisions

When brand labels were present, participants took more time to make their decisions, suggesting that brands serve as a form of validation, especially in moments of uncertainty.

4. The Disproportionate Power of Brand Attention

Participants spent less time looking at brand labels compared to products, yet the brands had a significant impact on their choices. This indicates that brand information is processed more efficiently, likely due to pre-existing mental associations.

Practical implications for marketing

This study provides valuable lessons for marketers and businesses aiming to maximize the impact of branding on consumer behavior. Here are some actionable takeaways:

1. Invest in Brand Awareness

Strong, positive brand associations are processed quickly and efficiently by consumers, influencing their decisions even with limited exposure. Building a solid brand image through consistent messaging and design is key.

2. Align Brand and Product Design

Since product attractiveness has the greatest influence, it’s essential that branding complements the product’s visual appeal. A cohesive design strategy—such as well-placed logos or branded packaging—can amplify both elements.

3. Encourage Informed Choices

The study shows that visible brand labels lead to more cautious and deliberate decision-making. Providing additional information about product quality or sustainability alongside branding can reinforce consumer confidence.

4. Leverage Visual Attention

Utilize tools like eye-tracking during design and advertising testing to identify what captures consumer attention and optimize layouts accordingly.

5. Prioritize Emotional Connections

Brands that evoke strong emotional connections with consumers through storytelling or shared values can extend their influence beyond the visual realm, further solidifying their role in decision-making.

In practice: Applying the science

Imagine two products:

- Option A: A highly attractive product from a lesser-known brand.

- Option B: A less visually appealing product from a beloved brand.

If a consumer spends more time focusing on the brand label of Option B, their likelihood of choosing it increases, even if Option A has a stronger visual appeal. This highlights the interplay between branding and visual design, underscoring the importance of synergy between the two.

Conclusion: Understanding and harnessing consumer behavior

This research reaffirms that brands are far more than decorative elements—they are central to the consumer decision-making process. By influencing both direct choices and attention allocation, brands act as powerful tools for validation and differentiation.

For businesses, the message is clear: invest in branding, prioritize product design, and leverage visual attention to capture consumer loyalty.

If you’d like to dive deeper into this groundbreaking study, you can access the full publication here: https://doi.org/10.3389/frbhe.2023.1274815.