Benjamin Rossi
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Duke University
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![A small, medium and large cup of black coffee each in a white cup on a white saucer](https://anderson-review.ucla.edu/wp-content/uploads/2022/05/AR-thumb-moderation.jpg)
What’s Behind the Consumer Preference for the Middle Ground
Capturing how decisions are driven by a habitual preference for moderation
Duke University
Capturing how decisions are driven by a habitual preference for moderation