Editing Substitute good (section)

=== Within-category and cross-category substitutes ===

'''Within-category substitutes''' are goods that are members of the same taxonomic category such as goods sharing common attributes (e.g., chocolate, chairs, station wagons).

'''Cross-category substitutes''' are goods that are members of different taxonomic categories but can satisfy the same goal. A person who wants chocolate but cannot acquire it, for example, might instead buy ice cream to satisfy the goal of having a dessert.<ref name=":0">{{Cite journal|last1=Huh|first1=Young Eun|last2=Vosgerau|first2=Joachim|last3=Morewedge|first3=Carey K.|date=2016-06-01|title=More Similar but Less Satisfying Comparing Preferences for and the Efficacy of Within- and Cross-Category Substitutes for Food|journal=Psychological Science|language=en|volume=27|issue=6|pages=894–903|doi=10.1177/0956797616640705|issn=0956-7976|pmid=27142460|s2cid=4829178}}</ref>

Whether goods are cross-category or within-category substitutes influences the utility derived by consumers. In the case of food, people exhibit a strong preference for within-category substitutes over cross-category substitutes, despite cross-category substitutes being more effective at satisfying customers' needs.<ref>{{Cite journal|last1=Huh|first1=Young Eun|last2=Morewedge|first2=Carey|last3=Vosgerau|first3=Joachim|date=2013|title=Within-Category Versus Cross-Category Substitution in Food Consumption|url=https://www.acrwebsite.org/volumes/1014885/volumes/v41/NA-41|journal=ACR North American Advances|language=en|volume=NA-41}}</ref> Across ten sets of different foods, 79.7% of research participants believed that a within-category substitute would better satisfy their craving for a food they could not have than a cross-category substitute. Unable to acquire a desired Godiva chocolate, for instance, a majority reported that they would prefer to eat a store-brand chocolate (a within-category substitute) than a chocolate-chip [[granola bar]] (a cross-category substitute). This preference for within-category food substitutes appears, however, to be misguided. Because within-category food substitutes are more similar to the missing food, their inferiority to it is more noticeable. This creates a negative [[contrast effect]], and leads within-category substitutes to be less satisfying substitutes than cross-category substitutes unless the quality is comparable.<ref name=":0" />