Canadian Ad Insider

According to new research from WPP Media, the chances of performance marketing successfully changing a consumer’s mind are extremely small. The study finds that 84% of purchases are made by people who are already biased towards a brand.

The new research paper, ‘How Humans Decide,’ examines the psychological effect that WPP calls “brand priming bias.” This refers to the cumulative impact of consumers’ brand experiences over time—even those the consumer is completely unaware of—through owned, shared, or paid media. It can even include subtle encounters, such as barely noticing a product on the shelf.