When it comes to purchasing decisions, there are plenty of reasons why people buy. But how about why they don’t?

In a new US poll, 35 per cent claim a ‘distasteful’ advertisement for a certain brand has dissuaded them from making a purchase. Also, more than one quarter of Americans (28%) say they have chosen to not purchase a brand because they didn’t like the spokesperson it used.

These are some of the findings of a new Adweek Media/Harris Poll survey of more than 2,000 US adults surveyed online by Harris Interactive recently.

Furthermore, 27 per cent claim they have not purchased a certain brand because they didn’t like a programme or event sponsored by the brand.

The report says that certain things – whether it is the voiceover in an ad, the concert or sporting event the brand sponsors or even the general tone of the advertisement – can put consumers off a brand. These reasons have nothing to do with the actual brand, product or service, but must be considered by marketers when they are putting together their next campaign. 

Particularly difficult is when a long-time spokesperson becomes involved in a scandal – the brand they endorse must decide whether to ‘break-up’ with that spokesperson.