If you say you're going to buy something, you're more likely to do it. But why is that? According to a new study in the Journal of Consumer Research, stating an intention leads consumers to action—and makes them more likely to purchase their preferred brands.
"Simply responding to an intention question has the potential to activate an intention," write authors Anneleen Van Kerckhove, Maggie Geuens, and Iris Vermeir (Ghent University). "The activation of an intention next changes how easily certain brands come to mind, which then influences brand choices."