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At the core - Metaphors and Preference Consistency (Paperback)
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At the core - Metaphors and Preference Consistency (Paperback)
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Master's Thesis from the year 2011 in the subject Business
economics - Marketing, Corporate Communication, CRM, Market
Research, Social Media, grade: 1,0, Otto-von-Guericke-University
Magdeburg, language: English, abstract: In 2009 the three academics
On Amir, Dan Ariely and Leonard Lee published the article "In
Search of Homo Economicus" in the Journal of Consumer Research
(JCR). After having conducted five experiments the conclusion of
this article was that people who put more trust in their feelings
show more consistent preferences than people who base their
decisions on analytics and deliberation. Supported was that
resulting conclusion of the psychological fundamental that emotions
are nothing more than efficient programmes, designed by evolution
to ensure species preserving reactions on external influences. The
author of the present paper tested the aforementioned tenor
critically by setting up two experiments using the previous work by
Amir, Ariely and Lee as a basis. In the first experiment 131
probands were tested, in a second slightly modified experiment 26
persons participated in the experiment. After several tests of the
collected data material the conclusion of Amir, Ariely and Lee
cannot be supported. In fact, data of persons who are assumed to be
deliberate thinkers showed lower numbers of errors.
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