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For Some Consumers, Research Makes Products Less Appealing

Would you say you're an impulse-buyer? Or do you tend to compare prices and research everything you buy? While it technically doesn't matter how you decide what you want purchase on a day-to-day basis, it may have a profound effect on what you buy, in addition to how you buy it.  A new study from the Journal of Consumer Research suggests that some people start liking stuff less as soon as they start learning about it, regardless of whether or not they like what they hear.

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