Think Outside the Box, but Don't Forget the Box Exists
Imagine if every time you walked into a McDonald’s the menu was different, the food was different, or the prices were different. If you had to relearn McDonald’s every time you walked in, it would be less attractive as a fast food restaurant. People rely on consistency and past experience for fast decision making. Inconsistencies cause delayed responses and, in some cases, unwanted errors.
McDonald’s lovers have learned the menu through frequent visits to different McDonald’s locations (same brand, different locations). Conversely, web users le
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