What trails consumer decisions like an ever-present shadow and has profound influence on the path to purchase? Fear and risk aversion. Fear is a pervasive if unwanted participant in brand growth outcomes, one that requires a closer look. How does fear manifest? Fear of making a bad decision Fear of disappointment Fear of loss (or loss of control) Fear of disruption or change Fear of rejection Fear of the unknown or unfamiliar This is the…

Source: https://brandingstrategyinsider.com/how-brands-can-counter-consumer-uncertainty/?utm_source=rss&utm_medium=rss&utm_campaign=how-brands-can-counter-consumer-uncertainty