In a study, shoppers who shopped in a grocery store without a shopping list and bought only items that were on sale for half price or less spent far more money on a comparable number of items than did shoppers in the same store who used a list and bought no sale items.
Paradox
Shoppers didn’t have a list but only bought stuff that was at least 50% off, YET they spent far more money (on similar number of items) than did shoppers who did have a list and bought all regularly priced items
Evaluation
How are the people only buying stuff 50% off spending more money on their items than the people who are only buying full-price stuff?
Could it be because of the other difference – the sale-buying group didn’t have a shopping list, whereas the full-price buying group did have a list?
Our real world thinking tells us that people with a list tend to stick to their plan and buy fewer items than people who don’t have a list and meander around the store possibly buying too much. But that causal difference-maker wouldn’t work here to explain one group’s bigger bill, because we’re comparing a similar number of items. The items on sale must have been way more expensive to start out with than were the items bought for full-price.
Goal
We need a way to explain how buying x items at 50% off was more expensive than buying x items (not same type of items) at full-price.