Economists developed an instrument to measure brand embarrassment

It's laundry day and the only clean T-shirt sports the big logo of a brand that used to be trendy but is only embarrassing now. What can you do? Wait until the tumble dryer has finished and be too late for the date or just put on the T-shirt? How you decide in a situation like this depends on a person's 'brand embarrassment tendency' (BET).

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