Branding Turnoffs

â–¶ Brand Fatigue: According to an Adweek Media/Harris survey asking consumers what turns them off to brands, negative impressions affect consumers’ buying decisions more in higher income and education brackets. Other findings:

• 35% of respondents said that they have chosen not to purchase a certain brand because they find the ads distasteful. 22% said they not done this, but have considered it.

• More education made the subjects more likely to be turned off by ads; 43% of college graduates have not purchased a brand because of ads, compared to 29% of those with a high school degree or less.

• 28% named the spokesperson as their reason not to purchase a brand; 27% said they did not like a program or event sponsored by the brand. Response to spokespeople varies by income level. One-quarter of those with a household income of under $50,000 a year said they didn’t purchase a brand because they disliked the spokesperson, compared to 28% of those with an income of between $50,000 and $74,999 a year

Source: Adweek Media/Harris