The present study aims to identify the demographic variables that influence rural customers' decision-making rules in the process of purchasing fast-moving consumer goods (FMCGs) products. Five FMCG personal care products are taken into consideration for the study. A multistage proportionate...

Whether one looks at revenue, public and private investment, or media coverage; men's sports consistently do better than women's sports. Many people argue that these differences are driven by absolute differences in the quality of athletes in men's and women's sports. We begin by noting that...

Positive and negative feelings were central to the development of economics, especially in utility theory in classical economics. While neoclassical utility theory ignored feelings, behavioral economics more recently reintroduced feelings in utility theory. Beyond feelings, economic theorists...

The current study examines individual decision making in the fi eld of personal finance. How do people arrive at a financial decision? A laboratory experiment investigates the way external information is integrated into the decision making process. The objective is to explore the link between...

Recent evidence suggests that nudges, i.e. alterations in the decisional context, can have large effects on decisions and can improve individual and public welfare. This paper presents the results of a controlled experiment that was designed to evaluate not only the effectiveness of a default...

In this study we test predictions from Unconscious Thought Theory (UTT) that unconscious thought will lead to better decision making in complex decision tasks relative to conscious thought. Different from prior work testing this prediction, we use a method of manipulating conscious and...