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Free Business & Strategy 11 pages 1 min read

Behavioural Economics in Business – How Customers Really Decide

How Customers Really Decide — Classical economics assumes people are rational: perfectly informed, self-interested calculators who always maximise their benefit. Behavioural economics begins with a more honest premise — that real humans are predictably irrational, swayed by emotion, context, habit and mental shortcuts. For business, understanding those quirks is the difference between how customers should…

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