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Learn about Behavioral Economics with iMinds insightful knowledge series.According to most economics textbooks human beings are super-rational creatures who know what is in their own best interests and always act accordingly. When making a decision to buy something the rational consumer will evaluate all the possible alternatives before making a purchase having already conducted research on the state of the market. They would not buy something on the spur of the moment or on the recommendation of a friend. Nor would a rational consumer be unduly influenced by advertising or a brand name in making purchasing decisions. This explanation of human behaviour is known as the rational agent model. Sound realistic?iMinds brings targeted knowledge to your eReading device with short information segments to whet your mental appetite and broaden your mind.

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