That's the cry of marketers everywhere if they take Dr. Neale Martin's doctrine as gospel. The addiction counselor turned marketing PhD (what ideal qualifications!) makes this sledgehammer statement in his thought-provoking and quite fascinating new book Habit:
95% of what consumers do
is pre-programmed behavior
impervious to marketing.
Uh, better update the ol' CV.
Still, this comes as a chance for vindication for FOPs and everyone here at Surprise Central. As Dr. Martin explains:
"To take a customer away from a competitor, you must break the customer's existing habits by first getting him to consciously think about the product."
Here comes the good part...
And what, pray tell, can be more novel, more focusing, more habit-breaking than...