I would say that this is generally true, except when it comes to certain types of products, such as say, laundry detergent. So take Tide, I think it is safe to say that Tide is the leading brand for laundry detergent. It’s a household name, we all know what the logo looks like, and probably have used and/or bought it at one time or another. So what keeps someone loyal to the Tide brand? I would argue that most other detergents would be equally satisfying to the majority of consumers. As far as detergent goes, I think the only people that might have an unsatisfactory experience with any particular brand are those who have sensitive skin, and may have some sort of allergic reaction to specific brands of laundry soap. But anyone else would get a very similar experiece from using any assortment of brand cleaners: clean clothes. And as I am sure that most of us know, Tide tends to be more costly than comparitive cleaners. So why would one continue to choose Tide over other less expensive brands? (Assuming they don’t have allergic reactions to laundry detergent) I think that in this case loyalty comes from novelty and not satisfaction. Because if satisfaction can be attained from all brands, then it is simply a mindset that would lead a person to maintain loyalty to a more expensive brand. -kenny