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It's Friday afternoon and your boss calls you in to say that he's not happy with your lat- est project report.PEOPLE WANT WHAT'S FAMILIAR According to research by Marieke De Vries (2010) of Radboud University Nijmegen, in the Netherlands, you will buy the familiar brand.THE DESIRE FOR THE FAMILIAR IS RELATED TO THE FEAR OF LOSS This craving for the familiar and a preference for familiar brands is probably tied to the basic fear of loss.This is the project that you repeatedly told him was in trouble and you asked that more staff be assigned.You feel all your warnings were ignored.They are willing to try something new and differ- ent when they're in a happy mood and not as sensitive to what is familiar.On the way home you stop at the grocery store.

It’s Friday afternoon and your boss calls you in to say that he’s not happy with your lat- est project report. This is the project that you repeatedly told him was in trouble and you asked that more staff be assigned. You feel all your warnings were ignored. Now he’s telling you that this work will reflect badly on you and you may even lose your job. On the way home you stop at the grocery store. You are sad and scared. Will you buy the cereal you always buy, or will you try something new?
PEOPLE WANT WHAT’S FAMILIAR
According to research by Marieke De Vries (2010) of Radboud University Nijmegen, in the Netherlands, you will buy the familiar brand. Research shows that people want what is familiar when they are sad or scared. They are willing to try something new and differ- ent when they’re in a happy mood and not as sensitive to what is familiar.
THE DESIRE FOR THE FAMILIAR IS RELATED TO THE FEAR OF LOSS
This craving for the familiar and a preference for familiar brands is probably tied to the basic fear of loss. In my book Neuro Web Design: What Makes Them Click? I talk about the fear of loss. When people are sad or scared, the old brain and the mid-brain (emo- tional) are on alert. They have to protect themselves. And a quick way to be safe is to go with what you know. A strong brand is familiar. A strong logo is familiar. So when people are sad or scared, they’ll go for a brand and logo they know.