I have noticed that loss aversion often takes over for me. If I have the choice of doing what I know I enjoy or trying something new, which may not provide me a

I have noticed that loss aversion often takes over for me. If I have the choice of doing what I know I enjoy or trying something new, which may not provide me any enjoyment, then the option that I know I will enjoy wins. It is not that trying something new is hard, but feeling like I missed out on the thing I do enjoy is. Same reason I feel more comfortable keeping $100 in my pocket than giving up the $100 for a chance to recieve $1,000 in return. If you consider soda to be a special treat and are looking forward to the Coke to fulfill that special treat, I can completely understand why it would be difficult to reach for the off-brand version instead. Granted, if you're crusing a six-pack of soda every night, where you can throw an off-brand sample in the middle and can quickly fall back to old faithful if it falls short, I understand it less.