Brand loyalty: What happens when our favorite products are unavailable?

Tuesday, October 14, 2014 - 13:01 in Health & Medicine

What would happen to all those millions of Snickers fans if their favorite chocolate bar was temporarily out of stock? Would they wait for it to be available again or would they quickly switch allegiance to Milky Way or Kit Kat? According to a new study in the Journal of Consumer Research, when you can't get your favorite product, you'll quickly forget about it if you can find a good replacement.

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