In a commentary, SMU Associate Professor of Marketing Hannah Chang pointed out how in the case of formula milk prices, consumer psychology offered several key insights on decision-making during purchase. Some of these insights included using price as a proxy for quality, status quo bias, and emotional factors.

Understanding these psychological underpinnings might help parents become more cognisant of their own decision-making process, and realise that they have choices and can change their purchasing decisions without compromising the well-being of their child.