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Human behaviour

Shoppers like what they know

Faced with ever-changing products, consumers can benefit from trying new items. But data collected over almost five years show that, the longer shoppers have been buying a favourite product, the more likely they are to stick with it.

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Figure 1: Exploit or explore.

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Correspondence to Peter M. Todd.

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Todd, P. Shoppers like what they know. Nature 541, 294–295 (2017). https://doi.org/10.1038/nature21114

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