Why does consumer loyalty waiver?

Consumer loyalty can be swayed by even slight exposure to information in the environment, a new study has shown.

Authors Stijn van Osselaer (Erasmus University, The Netherlands) and Chris Janiszewski (University of Florida, Gainesville) have developed a model to help explain why consumer loyalty waivers in response to certain stimuli. The model also links a consumer’s choice of product with goal activation influences.