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London Business School Review
Professor of Marketing
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What really goes into consumers’ and managers’ decisions – and how can you use this knowledge to strengthen your brand?
Choice can be bewildering and destructive when handled wrongly. We get picky with Simona Botti
Professor Simona Botti imagines a world where brands offer customers less choice and more help in choosing.
Research shows that people are willing to trade one source of personal control for another. Power is control over ...
Dazed and confused by choice: How the temporal costs of choice freedom lead to undesirable outcomes
Everyone seems to like having lots of options before making a decision. It helps you feel like you have done your homework and will ...
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