Why trying new things is so hard to do

New York

I drink a lot of Diet Coke: 2 litres a day, almost six cans' worth. I'm not proud of the habit, but I really like the taste of Diet Coke.

As a frugal economist, I'm well aware that switching to a generic brand would save me money, not just once but daily, for weeks and years to come. Yet I only drink Diet Coke. I've never even sampled generic soda.