Men and women are both capable of cheating, but typically do so for different reasons. The factors that influence the individual to make this decision are remarkably similar to the ones that can drive us to convert our loyalties from one brand to another. We have an emotional bond with a brand, in other words a relationship. Although it is not sexual, we are still very much attached to it.

Human beings operate by what is called “Bateman’s Principle.” This means that since women are the ones who require a much larger energy investment to produce the child, they are more selective with their mates. The male only has to unleash a few sperm cells. The woman has to grow and carry the child for nine months. There is an additional possibility that the male will run off once he has spread his genetic material leaving the woman to care for the infant entirely on his own, for an even longer amount of time.

Humans can have males or females, and gender of offspring may not be as random as people think. Females contain 50% of genetic material from each parent. itsThey are pretty much guaranteed to have children and pass on the material even further. They are a safe bet in terms of reproduction and proliferation of the selfish gene. Males are a bit different; weak males could have no offspring whereas strong alpha males can have multiple offspring with several mates, spreading their genes even further. In other words, males can be what we call big winners in biology. In evolutionary terms, the best case scenario for a male would be to impregnate a woman and have another male invest all the time child rearing. This genetic law is offset by its opposing sociological law, where that is always the situation the cuckolded male does not want.

These laws of nature naturally resonate into different styles of emotional investment an individual has with its mate. Women are typically more invested for the reasons outlined above. Similarly, men are typically less invested.

Why do we cheat? What factors influence cheating? First of all, we must understand that it is natural human behavior. Monogamy is essentially a myth. DNA tests for species of birds which we believe mated for life prove that in fact the children were products of cuckolding.

Much research shows that if there are no consequences to cheating, or if we can get away with it, we are very likely to do so. However, brand conversion is more than having the user cheat on their product once. We want them to understand that they are trading up to the new brand. It’s always possible to convert someone to your brand permanently. This can be achieved if the right environmental pressures are in place to do so.

Additionally, depending on where your brand sits in the social hierarchy directly affects its patron’s loyalty. Premium brands represent a place in the world that everyone strives to reach- the top. For example, say you drink Absolut vodka. Eventually as you get older, earn more money and move up in financial terms – you will slowly switch towards Grey Goose. You don’t wear a Casio when you can afford a Rolex, such behaviour would deviate far beyond the social norm.

Similarly, people trade up in terms of mates – everyone strives to be with the best person they possibly can. Multiple relationship studies confirm this fact, and that men and women place different values on the characteristics of their ideal mate. Men typically look for physical attraction and are less likely to compromise than women are. Women typically look for resource displays; fancy car, job, financial situation.

Gay markets are a different kind of relationship as childbirth is not possible. Different kinds of emotional investments occur in these relationships and thus the psychological link (or brand link) to a product is different.