The way in which consumers are influenced by emotions in the decision-making process has become evident in the last couple of decades. Traditionally, consumers have been asked ‘how they feel about ...

Regret theory postulates that decision‐makers do not solely evaluate outcomes based on traditional expected utility; they also incorporate the anticipated emotional response resulting from realising ...

Decisions are the lifeblood of business. From the c-suite to frontline employees, decisions are constantly being made at all levels within organizations. Some are consequential and irreversible, but ...

How much money is your business wasting on the hard slog of momentarily winning a disloyal customer? Is that even something you measure? Growing the wallet share of your existing customers has lower ...

Betty faces a seemingly simple choice between an apple and a donut. But as we'll soon discover, the brain's decision-making process is far from straightforward. Betty is standing before the healthy ...

Balancing data-driven insights with intuition is crucial for effective decision-making, allowing entrepreneurs to see beyond the numbers and make connections that foster innovative solutions. While ...

GenAI has become the third most frequent use case scenario in consumer roller coasters. A remarkable increase in the number ...