is well establish evidence in the psychology and marketing literature that agents consistently fail (or choose not) to …

(Finding 2). Finding 1 is at odds with rational choice theory's demand that marginal utility be equalized with marginal costs …, that is, net marginal utility be zero. The finding can be (and has been) explained by decision error, that is, a failure in … forecasting the well-being consequences of an act of choice. This paper uses the rational-choice decision-error framework to show …

exist in decision making. The study also tries to recognize the prime factors responsible for directing the consumer …’s purchasing decision towards the commodity. The study finds out that the Behavioural traits influence the decision-making approach … while purchasing the commodity and how prominent factors direct the consumer decision …