ESSA

ESSA

James Saligari

James Saligari

Are Consumers Really Rational?

By · May 26th, 2019

Much of consumer choice theory relies on the notion of individuals as economic agents; that is, beings of absolute rationality who don’t struggle with everyday problems like self-control and decision-fatigue. These agents conduct marginal analysis to extract every drop of wellbeing from seemingly routine decisions. In the late 70s, however, psychologists began to interfere with […]

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