As people, we connect with other people through their behavioural traits.
We’re drawn to traits that feel familiar and either mirror our own or represent something we want but don’t have.
This all happens on a primitive level through our ancient reptilian brain and its based on our instinct for survival.
If something feels familiar, it represents safety so we’re drawn towards it. If something feel unfamiliar, it represents danger and we push back from it.
This primitive behaviour plays out every day in every market as brands attempt to engage consumers to buy their products and services.