Sha Rvalynne on Instagram: "The Safety Bias: Why Consumers Stick to Familiar Brands Amazon shoppers often default to familiar brands—not because the products are objectively better, but because of the safety bias, the psychological need to avoid regret. Known brands feel less risky. Even if a lesser-known brand offers better features or value, buyers hesitate. The mind equates familiarity with reliability, making shoppers stick to brands they’ve heard of even once. This creates a cycle where lar