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Title: Explaining the decision-making process.
Authors: Tan, Veronica.
Lee, Mabel Liying.
Keywords: DRNTU::Business::Marketing::Consumer behaviour
Issue Date: 2011
Abstract: Human behavior has always been a complex area of study. Besides psychologists, behavioral economists have also been exploring possible economic reasons to explain why humans behave the way they do. Our paper seeks to better understand human‘s decision-making behavior through conducting classroom experiments in Nanyang Technological University. We find that the behavior of mental accounting and prospect theory are not evident in our experiment. Respondents do not react to the framing of the vouchers given and instead, choose their choice of voucher randomly. Neither grouping, gender, nationality and brand awareness has an effect on their choice of voucher.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:HSS Student Reports (FYP/IA/PA/PI)

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