There is a particular kind of shopper who discovers a product they absolutely love and immediately wants another one. It could be the same moisturizer, a favorite coffee mug, a particular brand of shampoo, a pair of shoes, a notebook or even a discontinued-looking snack. While other shoppers enjoy trying something new, these consumers may think, “What if I can't find this later?” and buy a spare before they actually need it. Psychology does not suggest that purchasing duplicates automatically reveals anxiety or an unusual personality.
But research on status quo bias, consumer attachment, familiarity and variety-seeking offers an interesting explanation: some people may derive more psychological comfort from preserving a known, successful experience than from experimenting with an uncertain alternative.
