Original paper
More Similar but Less Satisfying
Abstract
When people cannot get what they want, they often satisfy their desire by consuming a substitute. Substitutes can originate from within the taxonomic category of the desired stimulus (i.e., within-category substitutes) or from a different taxonomic category that serves the same basic goal (i.e., cross-category substitutes). Both a store-brand chocolate (within-category substitute) and a granola bar (cross-category substitute), for example, can...
Paper Details
Title
More Similar but Less Satisfying
Published Date
May 3, 2016
Journal
Volume
27
Issue
6
Pages
894 - 903
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History