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- W3157454461 abstract "In a competitive market, companies must think beyond consumer satisfaction. The key lies in consumer happiness. Disciplines have crossed their traditional boundaries to understand their consumer better. This is reflected in the growing popularity of the use of neuroscientific techniques to understand the consumer brain. On the other hand, the field of behavioral economics has also made progress in understanding human decision making and cognitive bias. In this chapter, we discuss about the cognitive biases that influence decision making (cognitive) and consumer happiness (affective)." @default.
- W3157454461 created "2021-05-10" @default.
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- W3157454461 date "2021-01-01" @default.
- W3157454461 modified "2023-09-26" @default.
- W3157454461 title "Consumer Happiness and Decision Making: The Way Forward" @default.
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- W3157454461 doi "https://doi.org/10.1007/978-981-33-6374-8_9" @default.
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