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Too Many Choices: A Model To Predict Open-ended Consumer Decisions

Too Many Choices: A Model To Predict Open-ended Consumer Decisions
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Zhihao Zhang , Proceedings Of The National Academy Sciences , Burger King , Constrained Valuation , Toward Prediction , Open Ended Decisions , National Academy , Darden Professor Zhihao , Model That Predictsthe , Brand Awarenessof , Brand Purpose , Rresponsible Marketing ,

How imperfect memory causes poor choices

Quick: Pick your three favorite fast-food restaurants.
If you re like many people, McDonald s, Wendy s, and Burger King may come to mind even if you much prefer In-N-Out or Chick-fil-A.
A new study from UC Berkeley s Haas School of Business and UC San Francisco s Department of Neurology found that when it comes to making choices, we surprisingly often forget about the things we like best and are swayed by what we remember. The paper, publishing this week in the journal
Proceedings of the National Academy of Sciences, combines insights from economics and psychology with decision-making experiments and fMRI brain scans to examine how our imperfect memories affect our decision making. ....

San Francisco , United States , Andrew Kayser , Siyana Hristova , Andrew Kayser Ming Hsu , Zhihao Zhang , Shichun Wang , Ming Hsu , Uc Berkeley Neuroeconomics Laboratory , Uc Berkeley Haas School Of Business , Burger King , Haas School Of Business , Proceedings Of The National Academy Sciences , Uc San Francisco Department Of Neurology , Haas School , National Academy , Berkeley Haas , Neuroeconomics Laboratory , Post It Notes Scientists , Golden Arches , Constrained Valuation , Toward Prediction , Maxwell Good , Alzheimers Disease , Social Behavioral Science , Decision Making Problem Solving ,