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Why do we often think we know what we want, only to be disappointed with our purchases and choices? Behavioral economics shows just how irrational humans can be. Here's some insight into the surprising ways in which our emotions and thought patterns guide us toward predictable economic decisions.
Consumer behavior is a hotbed of psychological research as it ties together issues of communication (advertising and marketing), identity (you are what you buy), social status, decision-making, and mental and physical health.