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This paper contrasts the modern use of the assumption that rationality guides individual economic behaviour, as … notions of rationality based on the availability of information, ability to reason (cognitive skills), and even morality …. Learning played a major role in individuals achieving what was referred to as complete rationality. I draw on these ideas, and …
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Understanding the role of emotion in forming preferences is critical in helping firms choose effective marketing strategies and consumers make appropriate consumption decisions. In five experiments, participants made a set of binary product choices under conditions designed to induce different...
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