But then he introduced a wrinkle. He told buyers that shortly after they made their decision, he’d reveal how an independent consumer magazine rated the two choices. With that promise in the air, the buyers grew cautious. More people—two-thirds, in fact—selected the name brand. People anticipated greater regret if they departed from the status quo (opting for the recognized brand) and then learned it was the wrong decision.[25] So, to bypass that unpleasant sensation, the buyers played it safe. They became less concerned with making the smarter choice and tried to make the less regrettable
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