In his book "The Paradox of Choice: Why More Is Less," Barry Schwartz argues that when consumers face similar products, they tend to prefer those that they recognize, often due to prior exposure to advertising. This familiarity can significantly influence purchasing decisions, even when the options are largely equivalent in terms of quality and features.

This phenomenon highlights the psychological impact of branding and marketing. People are likely to gravitate towards well-known brands and products simply because they have heard of them before. As a result, familiarity can overshadow rational decision-making, leading to choices that are not necessarily based on product superiority but rather on name recognition.