Why we buy what we buy

A shopper wants to buy some cheese, but he must decide between the 197 varieties on offer. Conventional wisdom says that such a huge choice makes it more likely he'll make a purchase. But that doesn't take into account human unpredictability, according to the new discipline of behavioural economics. Aditya Chakrabortty in today's Guardian reports. To read the full article,

http://www.guardian.co.uk/money/2008/may/20/consumeraffairs.economics


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