It's interesting to see the difference in branding effects in reference to price and "decisioning time". Take potato chips for example. We are probably willing

It's interesting to see the difference in branding effects in reference to price and "decisioning time". Take potato chips for example. We are probably willing to invest maybe 15 seconds into the decision about potato chips. We generally stick with whatever branding is freshest in our minds because the cost of choosing the wrong one is negligible. Meanwhile, we are willing to spend hours comparing airfare across the half dozen different portals/airlines. I would suggest that branding is much more effective than pricing is for potato chips than it is for air travel. Where do Uber/Lyft fall on that spectrum? My guess is that if prices are low enough there are plenty of brand based decisions. If the prices go up then people will open both apps and compare.