摘要: Abstract This paper analyzes the “rationality” of purchase: it considers in a critical perspective hypothesis increasing ability consumers to choose (supported by sociologists), collecting information on purchase habits and matching these with responses cognitive biases tests, developed psychology economics. The consumer appears blurred decision-making process revealing persistence traditional attitudes strong sensitivity price, alongside emergence new cohorts stimulation customers, as shown focus attribute “quality”. It seems that multidisciplinary approach is beneficial terms heuristics.
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