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Study: How much you're willing to pay depends on what you were just doing

Your shopping buddy turns to you and asks, "Which one of these would you get?" Or, you're talking with your spouse about which candidate you'd like to vote for before switching on the nightly news. Turns out simply being asked to make a choice -- especially if you're in a hurry or have something on your mind - will make you like the next thing you see more, says a new study from the Journal of Consumer Research.

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Keywords: study, willing, pay, depends, doing, depend

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