In the purchase of the sugar substitute Splenda, you may compare it to something you know about like real sugar. Although Splenda is more expensive than sugar, is purchased by many consumers because it contains no calories. This situation involves the consumer considering

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Consumers compare Splenda to real sugar, using sugar as a reference value to evaluate Splenda's benefits, such as being calorie-free, despite its higher price.

In the Purchase of the Sugar Substitute Splenda, You May