On a vacation to China, you find yourself eating every meal at the local Burger King rather than buying a meal from one of the street vendors. Your traveling companion claims that you are irrational, since you never eat Burger King hamburgers when you are home, and Burger King's hamburgers cost more than the meals prepared and sold by China's street vendors. An economist would most likely explain your behavior by suggesting that

The Burger King brand name suggests consistent quality.

Explanation:

It is wisely observed in the above setting that the service rendered and its quality, also its consistency made the said customer stick up with the product.

It is observed that if your menu changes every day if there's a high degree of variability most customers will be put off. Some people like variety and go out of their way for it, but most of us are creatures of habit. We find something we like and we stick with it; we go where we know what we're getting. If we don't know what to expect from you, you may not be in business for long.

It's generally not good business to let your employees make your products any way they want, whether your product is hamburgers, tires, or remote data backup. Too much variation, or inconsistency, in your product will hurt your business.

It is considered in the market that the Burger King brand recommended the quality products.

Explanation:

Social economists can clarify this spectacle consuming my reaction to quality. As I recognize that the name Burger King is an extremely branded cafeteria, I am supposing reliable quality products and consequently I am consuming from them instead of any other Chinese cafeterias, whose product worth and value is not known to me. Thus, I can't make my choice on a coherent source.