What is a primary characteristic of brand switchers?

Brand switchers typically exhibit low intrinsic self-relevance for brands. This means they do not develop strong personal ties or identities associated with specific brands, making them more open to exploring and trying different brands based on factors such as price, availability, or features instead of brand loyalty. Their purchasing decisions are often influenced by situational factors rather than emotional attachment or brand allegiance.

In contrast, individuals with strong preferences for specific brands tend to be brand loyal, often seeking out and favoring those brands over others. Unaware consumers would not actively engage with product categories, which is not a characteristic of brand switchers who actively compare options. Lastly, a high emotional attachment to products is another hallmark of brand loyalty, again separating those who switch brands frequently from those who are emotionally invested in their choices.