What could lead sam to make the inaccurate statement, Marketing Management

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What could lead sam to make the inaccurate statement

Question: Sam is in an experiment where he unknowingly drinks the same coffee from two different cups. One cup is labeled with a brand name of coffee and the other cup is labeled with an off-brand of coffee. Sam claims his favorite coffee in the study is the name brand coffee because it tasted better. What could lead Sam to make this inaccurate statement?

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Marketing Management: What could lead sam to make the inaccurate statement

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