Why are consumers less likely to buy a product when it's the only option?

[unable to retrieve full-text content]Consumers are more likely to search for alternatives when they are given only one option, according to a new study.

Source: http://feeds.sciencedaily.com/~r/sciencedaily/mind_brain/consumer_behavior/~3/daBNFzI_64s/130726131251.htm

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