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