Question: In a laboratory experiment (designed to test a new brand), people are exposed to advertisements for a new brand and then are asked to buy

In a laboratory experiment (designed to test a new brand), people are exposed to advertisements for a new brand and then are asked to buy a brand from that product class from a supermarket aisle that has been set up as realistically as possible. After they use the brand, they are asked if they would like to repurchase it. When would such an experiment be preferred over a field experiment?

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