SensoMetrics Purchase Cycle GOOD advertising creates awareness, which in turn leads to trial.  After this, however, it is the sensory impact of the product (positive or negative) that determines whether or not it succeeds in the market place. Success by definition lies in continued purchase, the brand becomes part of the individual's repertoire as the circular process of trial, approval, reinforcement, re-trial continues. The circular process is broken by one or both of two events - the arrival of a tempting competitive offer or a change in product formulation.