Brand Anticipation in an Era of Uncertainty: Understanding Consumer Behaviour towards Companies' Future Anticipation Efforts

Modern companies invest heavily in understanding the needs of future customers. However, sometimes, these efforts are not appreciated by customers, which can lead to poor results. This research aims to develop an understanding of future anticipation by linking it to companies' predictions of technological, cultural, and competitive changes and how consumers perceive these changes. To understand this phenomenon, qualitative methods were used in this study. Data was collected through semi-structured interviews with eight people. Based on this initial understanding, focus group discussions (FGD) were also conducted with eight people to deepen the understanding of these perceptions. The findings show that customers highly value visionary company initiatives, which form a positive memory and strengthen the relationship with the brand. These memories, especially in the precordium area of the brain, have an effect on loyalty and shopping behaviour, confirming the importance of introspection and personal experience. The research also highlights the concept of "massclusivity" and the product's relationship with elite consumers, such as tablet owners. The novelty of this study lies in the application of futurology in marketing and the utilisation of autobiographical memory. Keywords: future, consumer behaviour, corporate anticipation, era of uncertainty, technology products