Gurus of relationship marketing would certainly say that we do. As it turns out, consumer relationships are just as complicated as their interpersonal analogs. When we fall in love with another person, the relationship follows a pretty standard pattern. First comes the pitch or first date, followed by a trial or courtship, and then, if everything is still kosher, the carefully considered commitment. We visited a New York street corner and discovered, without too much prying, that consumer relationships tend to follow a much different course.
Some consumers fall quickly, perhaps too quickly, for a product that offers a low barrier to entry.
We spoke to one young woman who bought heaps of make-up, more than she could ever possibly need, after being sent a free sample in the mail. She briefly considered relationship counseling, but our street-corner psychology was apparently sufficient. From Toyotas to tools, guys hold the loyalty banner high for the objects of their affection. We spoke with a man happily married for 20 years, to his Toyota. He actually condemned her extravagant taste in cars.