International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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ADVERTISING - TWO MENTAL PROCESSES IN DECISION-MAKING

    1 Author(s):  BHAVLEEN KAUR

Vol -  1 , Issue- 3 ,         Page(s) : 38 - 48  (2010 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

There are two fundamentally different mental processes at work in choice decisions. We have already considered the most obvious one, the weighing up of alternatives. But there is another process that consumers and advertisers tend to be less conscious of. Weighing up the alternatives is one thing. Which alternatives get weighed up is another

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