Confidence in Experience
Consumers generally buy a product for the first time in hopes that it provides a quality experience. They hope a computer works efficiently and helps them perform personal or work tasks effectively. They buy food hoping for a quality taste or nutritional value. Recognized brand names typically have shown a consistency in product quality that has contributed to the evolution of the brand. Often, consumers rely on prior experiences or public word-of-mouth when selecting brands.
Social Acceptance
People have a desire to fit in, whether at school, work or in social circles. For this reason, people sometimes buy brands because they believe the brands will contribute to greater social acceptance. This is especially true in fashion. Consumers often buy clothing brands that are either perceived as fashionable, trendy or high class, or that fit into a particular subculture or peer group. The "Keeping up with the Joneses" mentality epitomizes this brand buying motive.