Why Buyers Don’t Buy Novelty and Cheaters Stay With Their Partners

Marketing and romance go hand in hand

Adelina Vasile
3 min readJan 4, 2023
Image by Gerd Altmann from Pixabay

Tried-and-true will kick novelty’s ass 95% of the time.

As human beings, we’re driven by two conflicting desires: the curiosity for new things and the anxiety about what we gain vs what we lose.

We all get excited about new ideas.

We want to know more. And even fantasize about putting them into practice.

But when it comes to choosing the change?

We’re far more likely to get back to the tried-and-true than to step out of our comfort zone.

What’s the lesson in this?

If you’re a marketer, you have to advertise your products or services as somewhat new.

New enough to gauge interest. Not so new that people will show interest in it but still chose to stay with their old, preferred options.

If you’re in a relationship, you want to throw in a bit of novelty every now and then.

Yet not so much that your partner will not recognize you anymore.

As human beings, whenever confronted with choices, our curiosity is at its peak when novelty is moderate.



Adelina Vasile

Mother, educator, journalist, copywriter. I write about the things I need to learn myself.