 The more you have, the more you will use, and the more you'll have to go back and buy more. Exactly. Now, there are some products where the cookie jar effect doesn't work. Ellen pointed this out as we walked past a display of paper towels. So it's not necessarily one of those things where you're going to use more paper towels just because you have them at home. With paper products, people tend to use the same amount every month. Same amount of toilet paper, same amount of paper towels. At home.