A colleague once said, “People will tell you they are rational until they are blue in the face. Follow them down the grocery aisle one time and you’ll see that no one ever is. We’re people. And we like what we know.”
As much as people like to think they make their own decisions in life they couldn’t be further from the truth. Why? Let’s give it a test.
Which brands do you buy for: Coffee, Toothpaste and Toilet Paper?
Now ask yourself why. Chances are, like when making almost any purchase, you’re following a pattern established long ago by your parents… and their parents… and so on, who have passed favorite brands down through the generations.
Think about other things you buy, like food, appliances and bathroom supplies. Why did you choose those particular brands? Did your parents use them? Were they things you saw in their house or at your grandparent’s home?
It turns out that preferences are, in some measure, a learned behavior. Young consumers start buying the same brand as that of their parents, but as they grow elder they form their own criteria of buying behavior. Though that’s not to say that those preferences change significantly as we get older. If your mom or dad raved about certain products while you were growing up, you were likely soak up a bit of that bias. And if you used a specific product day in and day out, you were likely to develop a taste for it or have “nostalgic childhood associations.” Emotional attachment is an incredibly powerful factor in what you buy and forms the basis of initial brand loyalty over your lifetime.
The bond of loyalty forms long before you even notice. The average child recognizes over 200 company logos by age 5, and according to research conducted by Nickelodeon, they know about 400 brands by the time they turn 10 years old. Many of these brands stick with people throughout their lives as people tend to use brands that they have vague memories about that extend back to their childhood. These brands typically involve household goods, beverages, and food – all brands that are usually passed down from generation to generation.
That’s not to say that you aren’t your own person. The longer you live independently of your parents the less influence their preferences 
have on you. While this power diminishes it doesn’t vanish. By the time you are an adult you’ve already formed loyalty to certain brands, and chances are they’re things you’ve known your whole life.
Now let’s be objective. When is the last time you skipped buying your usual products and tried another brand? Breaking free from your usual products and trying something new can be tough. Brands arguably have a hold on people as strong as any drug. The products a person is most familiar with are the ones they will typically buy regardless of if it’s more expensive or less effective. Take for instance how many people will buy a product that costs more over a cheaper version with the exact contents (Kellogg’s Frosted Flakes or generic frosted flakes with the zipped pouch?) just because they know it better. Everyone likes to think they are rational shoppers, but when it comes down to it emotions tend to the best of us.
It’s said that eventually you become your parents… Have you? Take a peek in the cupboard the next time you visit your parents. You may be surprised by what you see.