Camacho, Nuno; Donkers, Bas; Stremersch, Stefan - In: Marketing Science 30 (2011) 2, pp. 305-320
Experimental and survey-based research suggests that consumers often rely on their intuition and cognitive shortcuts to make decisions. Intuition and cognitive shortcuts can lead to suboptimal decisions and, especially in high-stakes decisions, to legitimate welfare concerns. In this paper, we...
