Something different or more of the same?
Variety packs are everywhere, whether they’re packages of different-coloured socks, different-flavoured yogurts or different chocolate bars. Retailers believe that bundling different items together answers consumer demand, but the reality is something else. They would do better to offer more of the same in bundled packs.
We all have preferences and, when we find ourselves in the supermarket aisles, buying in bulk, those preferences are important. However, research suggests that the effect of the variety pack depends on how many choices we actually are making.
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