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Oklahoma State University
School of Marketing and International Business

Spears School of Business at Oklahoma State University

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Similarities vs. differences – which appeals to us more?

Similarities vs. differences – which appeals to us more?

You’re on a diet and trying to kick potato chips from your snacking habits, so you reach for the kale chips instead. After crunching into the kale chips, even though they are salty and crunchy just like potato chips, you’re not quite satisfied. Why not? Oklahoma State University assistant professor of marketing Zachary Arens focuses on the reasons why substituting similar items doesn’t seem to satisfy.