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Throughout 2020, brand leaders in fast moving categories put on sales and share as shoppers defaulted to the familiar while challengers were put on the backburner. But the dynamics are set to change once again. MMR’s Andy Wardlaw talks to behavioural psychologist Dr Sara Bru Garcia to find out how things might play out in the year ahead.  COVID‐19 has changed our collective experience of the world and altered our habitual behavioural patterns. Shopping behaviour has been no exception, with robust evidence of mass migration away from smaller ‘insurgent’ brands back towards category stalwarts. Whilst the importance of situational factors such as potentially tighter household budgets can’t be overlooked, behavioural psychology can help us understand some of the basic psychological phenomena that will influence people’s decision‐making processes in 2021.

Sara bru garciaEdward titchenerAndy wardlawUniversity of washingtonBehavioural psychologistTogether agencyMere exposure effectDavid levyசாரா புரு கார்சியாஆண்டி வார்ட்லாபல்கலைக்கழகம் ஆஃப் வாஷிங்டன்நடத்தை உளவியலாளர்வெறும் நேரிடுவது விளைவுடேவிட் வசூல் செய்தல்