Final answer:
Companies can influence customer purchase decisions by highlighting similarities or aspirational qualities that resonate with the audience, focusing on intangible aspects such as satisfaction guarantees and reputation, and using storefront design to evoke positive emotions and convey a desired image.
Step-by-step explanation:
Companies can use liking to influence customer purchase decisions by finding and showcasing points of commonality with the audience so that the audience feels favorably toward the brand. This is because humans naturally gravitate towards people, and by extension, brands and products, that are similar to themselves or that represent an ideal they aspire to be associated with. This principle is known as 'associative learning,' where customers form associations between a brand and positive attributes. For example, through advertising and the creation of a positive brand image, companies can influence customer perception by focusing on intangible aspects such as satisfaction guarantees, reputation for high quality, or the notion that a product could enhance social status. Moreover, showcasing a storefront design that evokes positive emotions or reflects the consumer's desired self-image can make the product or service more appealing. In the context of a new laundry detergent, building a brand image that focuses on preferred attributes found in concept testing, offering excellent customer satisfaction guarantees, and ensuring the product presentation is appealing and resonates with the target audience, can significantly influence consumer preference and market demand.