The Price Is Right, but Confusing

Scientific American:

You’re in the supermarket picking a breakfast cereal. Will it be cinnamon raisin or oats ‘n honey? Hard to decide? What if I told you they both cost the same, would that make it easier? Well, a new study suggests it would not. Because researchers have found that uniform pricing actually accentuates the differences between products, which makes it harder to choose. The results appear in the journal Psychological Science. [Jongmin Kim, Nathan Novemsky and Ravi Dhar, Adding Small Differences Can Increase Similarity and Choice]

Read the whole story: Scientific American

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