Drilling Down - When the Freshness Date Is Dismissed - NYTimes. A paper to be published in the Journal of Consumer Research shows that consumers pay less attention to the freshness dates of products once they own them. In one experiment, college students who were presented with a past-fresh yogurt smoothie, and told it was “yours to keep,” were more likely to consume the drink, and rated it less likely to make them sick, than other students who were merely offered the smoothie. But when the smoothie was fresh, students behaved the same whether it was presented or offered. read more

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