News From the Field
Inside the Consumer Mind: U of M Brain Scans Reveal Choice Mechanism
December 11, 2008
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.
University of Minnesota
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