Study explores why consumers stick with the familiar or try something new

Why do people often stick with familiar brands and choices, even when better options might exist? A new study co-authored by an Illinois Institute of Technology (Illinois Tech) researcher explores the decision-making strategies behind when people choose to stay with what they know and when they decide to try something new. The research sheds light on how individuals balance short-term rewards with the potential benefits of exploring unfamiliar options, with implications for understanding consumer behavior, technology adoption, and innovation more broadly.