This article says;
In a survey by GfK Roper Consulting, 83% of adults cited past experience with a brand as the most important factor in their purchase decisions. Quality and price -- issues often promoted in advertising -- ranked second and third. Personal recommendations came in fourth, highlighting the importance of word of mouth.
Very interesting. Maybe when companies advertise they should consider creating ways to gain experience with customers, for example a sales promotion would get people to buy right now and if the experience is good they will hopefully purchase more of the item.
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