How does the choice$-$supportive bias phenomenon mentioned in the video work in favor of companies and their branding efforts?

a

It effectively insulates consumers against all branding messages from other companies, making in unlikely they will ever switch brands.

People tend to defend the choices they make, which makes them more likely to rebuy products they use.

Users of one brand tend to criticize users of competing brands.

It works in consumer markets but not business markets.