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Inside the Consumer Mind: U of M Brain Scans Reveal Choice Mechanism


December 11, 2008

people and society graphic Akshay Rao, a marketing professor at the University of Minnesota's Carlson School of Management, has conducted research that shows that decision-making is simplified when a consumer considers a third, less attractive option. For example, when a second, less desirable sweater is also considered in the situation above, the shopper could solve their conundrum by choosing the more attractive sweater. Full Story

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University of Minnesota

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