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◎ Consumer psychology

Source trust concentration

신뢰 출처 집중

Information overload can push shoppers toward a smaller set of trusted sources.

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<div class="sources"><div class="noisy"><i>AD</i><i>POST</i><i>CLAIM</i><i>REVIEW</i><i>FEED</i></div><div class="flows"><span></span><span></span><span></span></div><div class="trusted"><b>EXPERT</b><b>PEOPLE</b><b>AI TOOL</b></div><div class="foot">FEWER SOURCES CARRY THE DECISION</div></div>
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Social proof사회적 증거

Real choices and reviews from similar people help resolve uncertainty.

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AI-content skepticismAI 생성 콘텐츠 회의감

As generated content grows, some shoppers scrutinize claims and sources more closely.

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Value-mindset switching가치 기준 전환

The same shopper can trade up or down depending on category and occasion.

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Marketing fatigue마케팅 피로

Repetition, poor timing, and irrelevant offers make messages easier to ignore.

Source trust concentration is the tendency to rely on a few credible sources rather than evaluate every claim amid information overload. BCG's 2026 consumer study reported more trust flowing to experts, friends and family, and AI tools.

The demo routes many messages into three source nodes. Line widths are illustrative and are not measured shares or a ranking of sources.

A brand cannot control those independent sources. Give them facts, details, and clear limitations they can verify themselves.

When to use

Use it to map the independent sources buyers consult and how those sources verify claims.

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