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'I'll have what she's having' – how and why we copy the choices of others

  • Written by Kelly L. Haws, Associate Professor of Marketing, Vanderbilt University
'I'll have what she's having' – how and why we copy the choices of othersThe choice of flavor may be up to you, but the number of scoops will depend on what your companion gets.Zamurovic Photography/Shutterstock.com

Imagine you’re dining out at a casual restaurant with some friends. After looking over the menu, you decide to order the steak. But then, after a dinner companion orders a salad for their main course,...

Read more: 'I'll have what she's having' – how and why we copy the choices of others

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