The Relationship Between Trust and Consumer Behavior

There are many people who would say oh my god I don't trust them now but they still go ahead and buy the product. Do you ever look at that as a segment? It's really interesting saying we'd have to be able to look at that from the perspective of consumers who start from the same place in terms of the levels of trust of a brand. If those two consumers are actually starting from different places and kind of both losing trust relative to that it's gonna have very different outcomes if one is moderately trusting in that they move to a state of distrustyou're gonna see more significant now good outcomes there.