This research: <a href="http:&#x2F;&#x2F;www.jstor.org&#x2F;stable&#x2F;1059217" rel="nofollow">http:&#x2F;&#x2F;www.jstor.org&#x2F;stable&#x2F;1059217</a><p>&quot;...advertising was positively linked to brand prices in manufactured food products. Prices of weakly advertised manufacturer brands, private labels and generic products were substantially lower than the prices of leading brands, especially highly advertised leading brands. Since the products selected for analysis were relatively homogenous, real quality and cost differences do not appear to account for the price differences across brands.&quot;<p>This may or may not be a result of the paradox of choice. That would be an interesting paper: &quot;brand advertising increases prices when there are fewer than five choices of brands&quot; would be a testable hypothesis, but I haven&#x27;t been able to find that paper.