What happens during the process of accretion in consumer behavior?

During the process of accretion in consumer behavior, consumers add new knowledge to their existing understanding. This concept is rooted in the idea that learning is a cumulative process. Instead of rejecting or discarding what they already know, consumers integrate new information with their pre-existing beliefs and experiences, which enhances their overall understanding of products or services.

For instance, if a consumer has a favorable view of a brand from previous experiences, they are likely to view new, positive information about that brand as beneficial, further solidifying their positive perception. This process is essential in shaping consumer attitudes and behaviors as it allows consumers to build on their knowledge base, leading to more informed and confident decision-making. By continuously integrating new information, they can refine their preferences, develop brand loyalty, and navigate their choices in the marketplace more effectively.