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The cardinalist approach to analyzing consumer behavior relies on the quantification of utility, assuming that consumers can assign numerical values to their preferences. One major shortcoming is that it oversimplifies the complexities of human emotions and social influences, which can significantly affect decision-making. Additionally, it assumes that utility can be measured in absolute terms, ignoring the subjective nature of individual preferences and the context in which choices are made. This can lead to inaccuracies in predicting consumer behavior and may not account for irrational or non-linear decision processes.

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1mo ago

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