I always find myself purchasing the box or product that is behind the one that is being displayed. So if I'm buying a can of soup, I pick the one behind the one that is in front, even though in my mind, there is no way there is any quality difference whatsoever, I must do this.
And if the display one is the only one, instead of thinking "hey, i got the last one - great", I think, "crap, what is wrong with this one".
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