Brand switchers are defined by their:

Brand switchers are characterized by low intrinsic self-relevance for both the brand and the product category. This means that these consumers do not have strong emotional ties or personal significance connected to a particular brand or to the category of products they are evaluating. This lack of intrinsic relevance allows them to feel more comfortable changing brands based on factors such as promotions, availability, or any new options they find appealing, rather than loyalty to a specific brand.

In contrast, consumers with high intrinsic self-relevance might develop strong attachments to brands and categories, making them less likely to switch since they view the brand as a part of their identity. Those who prefer one specific brand would inherently not be classified as brand switchers, as their behavior is driven by loyalty rather than flexibility. Additionally, while frequent engagement with advertising might influence consumer decisions, it does not directly define the behavior of brand switching in the same way that intrinsic self-relevance does. Thus, the defining feature of brand switchers is their lower emotional and personal connection to the brands they choose from within a category.