Abstract
Keebler’s deluxe chocolate chip cookies are Jennifer’s favorite brand of cookies. They are neither too chewy nor too crumbly. And they have just the right amount of chocolate chips in them to make them irresistible. So on a Saturday evening in 2004, during a weekly visit to the grocery store when she found that Keebler’s deluxe chocolate chip cookies were on sale—two regular packs for $5—she was instinctively inclined to add two packs to her shopping cart.
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© 2015 Amitav Chakravarti and Manoj Thomas
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Chakravarti, A., Thomas, M. (2015). The 100 calories paradox. In: Why People (Don’t) BUY. Palgrave Macmillan, London. https://doi.org/10.1057/9781137466693_3
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DOI: https://doi.org/10.1057/9781137466693_3
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