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The Power Of Desires To Affect Choice-Making
You're whale watching in Alaska, longing for a margarita and a spot on a beach. You think to yourself, "How did I get here" I hate the cold. Never finished Moby Dick. And I get seasick!" A fascinating new study from the Journal of Consumer Research finds that when we long for something intensely -- like a much-needed vacation -- a wider array of options will sound appealing, potentially leading to some out-of-character choices. [click link for full article]