With food, similar substitutes are less satisfying
Tuesday, May 10, 2016 - 12:10
in Mathematics & Economics
Sometimes the one thing we want isn't available and we have to settle for second best -- instead of picking the closest substitute, new research suggests we'd be better off picking a not-so-similar alternative. Findings from a series of studies indicate that even though people tend to prefer the option that's most similar to the item they can't have, they're likely to be more satisfied with the option that diverges a bit.