-based advertising. This research paper proves how a combination of rationality, intuition, senses, and emotions determine brand …

individuals' financial decision. To this end, a survey was applied to a group of undergraduate students, based on prospect theory …This main objective of this research is to verify if the psychological profile influences the rationality of … and big five personality traits. We found evidence that psychological profiles influence the rationality of individuals …

Publisher's description: ``Describes basic concepts of rational decision making and decision analysis to the reader … -- offers insights that help to systematically analyze decision making problems in professional and private life and helps the … reader to come up with a problem solution based on a higher degree of rationality -- updating/inclusion of current research …