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Why is this so? Let us look at how one cup of coffee led to a revealing discovery in consumer science.
Avni Shah, an assistant marketing professor, relies on a latte for a morning fix. Her routine is simple. She walks into a coffee shop, orders her usual cup of joe, and swipes her card.
These steps were automatically embedded into her daily regimen - as if her morning was on repeat. However, she forgot her debit card one day. Forced to take a break from her routine, she paid for her coffee by counting her cash. As she sipped her warm cup of coffee, she felt a significant difference. The cup that she paid for cash seemingly tasted better!
- October 31, 2017
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