Not sure what research you&#x27;re talking about, but it&#x27;s all about the paradox of choice. People hate making choices, so when in a supermarket or at a restaurant, confronted with the choice on &quot;<i>getting something to drink</i>&quot; for example, you often end up going for the familiar and seeing a brand on TV counts as familiar. This is also why the taste of Coca-Cola does not change or why Coca-Cola continuously does brand advertising, even though most people are already familiar with it - the brand advertising for Coca-Cola is not targeting the 30 or the 40 year olds, but rather the preadolescents and the adolescents that don&#x27;t have a sense of familiarity yet.