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Have you ever wondered why you overpack for a holiday? The reason has significant implications for your business.

Participants in a 2008 study were asked to choose from a selection of chocolate bars.

In one experiment, they were asked to choose one chocolate bar each week for 3 weeks ( x 3 weeks).

In another, participants were asked to choose 3 chocolate bars upfront that they could then consume over the coming weeks (  ).

Now, your choices shouldn’t matter whether...