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Rational choice (Bounded Rationality):

a limited capacity for processing information •Affective Choice: choices driven by how they make the user feel(underlying motive)

consummatory(intrinsic) or instrumental(extrinsic) •Attribute-Based vs. Attitude-Based Choice:

•Knowledge of specific attributes

•The use of attitudes, intuitions, and heuristics (common sense)

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14y ago

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