Why do challenging tasks make consumers believe drugs wear off faster?

Imagine that you have a cup of coffee and sit down to read People magazine. How long do you think the energy boost will last before you reach for another cup? Would you need more caffeine if you tried to read War and Peace? A new study in the Journal of Consumer Research finds that consumers wrongly believe that pharmacological products such as coffee and aspirin lose their effectiveness when they engage in more strenuous activities.

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