Most purchases come from consumers already ‘primed’ to buy

Consumer Purchasing Decisions

Most purchases are made by consumers who are already predisposed to a certain brand, according to research by WPP Media.

A new research paper, How Humans Decide, explores the concept of "brand priming bias", which refers to the cumulative effect of consumers' brand experiences over time.

84% of purchases are made by people already biased towards a brand.

This bias is influenced by various factors, including owned, shared, or paid media, as well as subtle experiences such as seeing a product on the shelf.

As a result, when consumers enter the "active stage" of the customer journey, they already have a preference for certain brands.

Author's summary: Consumers are often predisposed to certain brands before making a purchase.

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Marketing Week Marketing Week — 2025-10-28

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