Give consumers two choices and you'll likely lose a customer. Give them many choices and you'll likely win their loyalty. Brand loyalty is a marketers' Holy Grail. And so it always will be, writes this French academic. One of the reasons is that as long as they try to win consumers' loyalties by restricting choices, marketers will only succeed in encouraging consumers to try and experiment with as many brands as possible. Paradoxically, loyalty can best be obtained by allowing consumers to make as many choices as they wish to make.
