Carmen Noble’s article, People Have an Irrational Need to Complete ”Sets” of Things, describes the behaviors displayed by individuals when making purchase decisions. More specifically, the article describes research which shows that consumers can be persuaded into buying more if the products are grouped together in a set. This article does not come to the conclusion that grouping products changes consumers’ attitudes toward the product. However- the functions that consumers’ use in order to come to a purchase decision can be affected by grouping. The attribute that the study is testing is consumers’ dissonance when they know that they have an incomplete set. The “sets” that are often created for consumers, such as six bottles in a case of