Yale School of Management

Posts by Ravi Dhar

The Irrational Consumer: Four Secrets to Engaging Shoppers

By: Ravi Dhar May 23, 2012

Economists and marketers have long assumed that potential customers rationally weigh the costs and benefits of every possible choice before deciding what to buy. Under this assumption, marketers use tidy frameworks to help identify ways to influence consumer decisions. As it turns out, this...

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