Behind Online Behavior

Psychological insights on the choices we make online.

The Rational Model and Online Decision Making

The decision-making process is always relative to the context of the decision. If a business wants to promote a specific alternative, it should make it more attractive by using an additional option that will function as a reference point, from which the promoted alternative will look more appealing. Read More

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Liraz Margalit, Ph.D., analyzes online consumer behavior, incorporating theory and academic research into a conceptual framework.
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