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Changing Perspectives on Consumer Psychology (Not Examinable)

Rational consumer decision-making is often characterised by phrases such as opportunity cost, willingness to pay and cost-benefit principle, words that you should be sick of (or will be soon) as you gear into hyperventilating-exam-hermit mode. Marketing and psychology papers in the past have posited explanations for consumer behaviour based on rational, conscious and effort-ful information processing, yet just how much of consumer behaviour can really be accounted for within the domain of conscious thinking? More and more research continues to reveal the significance of unconscious dynamics underpinning consumer choices.

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