Influencers: Very few people make truly individual choices - | Peer2Politics |

I’ll concede that maybe 5% of what consumers buy is their own choice, but I maintain that 95% of purchase decisions are based on other people’s recommendations or endorsements, no matter how subtle or surreptitious they might be. I argue that people buy a product because they think it is the right option based on what their peers and what their sources of influence, most importantly, deem is right.