Decision-“making” or how decisions emerge in a cyclic automatic process, parsimoniously modulated by reason

Authored by: José Paulo Marques dos Santos , Luiz Moutinho

The Routledge Companion to Consumer Behavior Analysis

Print publication date:  September  2015
Online publication date:  August  2015

Print ISBN: 9780415729925
eBook ISBN: 9781315850696
Adobe ISBN: 9781317913467


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Sometimes we ask our students whether they would prefer a difficult question or an easy one. The first time that happens, the answers are unanimous: an easy one. The easy question is: given three brand categories, let’s say favorite, indifferent, and unknown, why do decisions about which is preferred take significantly different times? This was an easy question to put, but the paradox is usually that easy questions have long and complex answers, if they have answers at all.

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