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Similarities vs. differences – which appeals to us more?

Wed, Oct 05, 2016

You’re on a diet and trying to kick potato chips from your snacking habits, so you reach for the kale chips instead. After crunching into the kale chips, even though they are salty and crunchy just like potato chips, you’re not quite satisfied. Why not? Oklahoma State University assistant professor of marketing Zachary Arens focuses on the reasons why substituting similar items doesn’t seem to satisfy.

Spears School of BusinessSpears ResearchSchool of Marketing and International BusinessResearchResearch Minute
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