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Researchers Claim Couples Buy Brands To Annoy Each Other

  • Campaign, Friday, November 18, 2016 6:16 AM

If your husband has once again refused to put his damn Coke can in the recycling bin, you just might express your anger toward him by buying a Pepsi, according to new research. It's called "oppositional brand choice," and it means that, when provoked, individuals will choose a brand that is exactly what their partners hate, even if they dislike it too.

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