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Keywords: Inverted U-shaped functions
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Journal Articles
What does it Mean to be a Rational Decision Maker?
Available to Purchase
Journal:
Journal of Marketing Behavior
Journal of Marketing Behavior (2015) 1 (2): 113–146.
Published: 21 October 2015
... Inverted U-shaped functions Respondents offer a reasonable answer to a question they have not been asked... respondents who substitute one attribute for another are not confused about the question they are trying to answer — they simply fail to notice that they are answering a different one...
