That, that and that. When we reach for products on the shelf, we often don’t even pause to think. We buy what we have always put into our shopping carts. Because it feels right, and because the decision to buy seems rather logical at the same time. If gut and head agree, it’s a primary win in the marketing lottery of commerce. It’s the “Irresistibility Quotient (IQ)” in the language of the analysts from TNS (Taylor Nelson Sofres) – a market research company with headquarters in London – who conducted an extensive survey on brands. Eight factors influence this irresistibility, including know-how, emotive linkage and differentiation.