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I put out a good 10 different types of drinks for them and they just said, "oh, okay, so it's just one choice." one choice? i gave you coke, pepsi, ginger ale, sprite. they saw that as one choice. now why was that one choice? because they felt, well, it was just all soda.
-Sheena Iyengar
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I Put Out A Good 10 Different

Sheena Iyengar
I put out a good 10 different types of drinks for them and they just said, "oh, okay, so it's just one choice." one choice? i gave you coke, pepsi, ginger ale, sprite. they saw that as one choice. now why was that one choice? because they felt, well, it was just all soda.
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Choices Pepsi Different

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There are so many flavors of coke now - coke with lemon, coke with vanilla, coke with lime, cherry coke, and they've just brought out another new flavor - coke with pepsi.
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I didn't really give them anymore than one choice, soda or no soda. they didn't... whereas we put a lot of stock in the differences between soda.
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