Favorite Effect

The tendency for people to choose their personal “favorite” rather than the objectively “best” option. Popularized in the B2B marketing context by Jay Acunzo (SparkToro), the concept holds that narrative resonance, trust, and emotional connection drive selection more durably than feature comparisons or price optimization.

Aligned with the peak-end-rule, since human memory is formed by emotional peaks and final impressions rather than averages — meaning emotional story design compounds into long-term preference more effectively than logical arguments. Applies to B2B as well as B2C, since purchasing decisions are ultimately made by people.