Why do people often stick with familiar brands and choices, even when better options might exist? A new study co-authored by an Illinois Institute of Technology (Illinois Tech) researcher explores the decision-making strategies behind when people choose to stay with what they know and when they decide to try something new. The research sheds light on how individuals balance short-term rewards with the potential benefits of exploring unfamiliar options, with implications for understanding consumer behavior, technology adoption, and innovation more broadly.
Study explores why consumers stick with the familiar or try something new
