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.


Human behaviour: Shoppers like what they know
Peter M. Todd
Nature 541, 294–295 (19 January 2017) doi:10.1038/nature21114