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Why people feel guilty about using effort-saving products when taking care of loved ones

  • Written by Ximena Garcia-Rada, Assistant Professor of Marketing, Texas A&M University
Why people feel guilty about using effort-saving products when taking care of loved onesDoes effort equal love?Cavan Images/Getty Images

The Research Brief is a short take about interesting academic work.

The big idea

People who care for friends, children or other loved ones may avoid products and services that make caregiving easier – such as ready-made meals – because they believe that doing so undermines their ability to...

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