This is especially true if the item is on sale, as finding an unexpected bargain leaves buyers feeling flush and pleased.

如果在廉价出售上，那这条理论尤其准确，像发现一件未曾想到的特价商品，会使购买者感到兴奋和愉悦一样。

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Something about clicking on that blue-and-white thumbs-up icon somehow engenders just as strong a feeling of engagement among Millennials as owning more than one item from a brand.

FORBES: What Consumers Know That Marketers Don't