Brand choice can break bonds
by Darcel Rockett, Chicago Tribune
Dec 04, 2017
3 minutes
We know an everyday choice, like buying a certain type of toothpaste, isn't necessarily a deal breaker, but when you're in a relationship, it can be a source of contention.
According to a recent Duke University study, preferring different brands from each other can affect happiness in a relationship more than shared interests or personality traits. Published in the Journal of Consumer Research, "Coke vs. Pepsi: Brand Compatibility, Relationship Power, and Life Satisfaction" researchers used brand preferences in coffee, chocolate, beer, soda and
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