𝔖 Bobbio Scriptorium
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Book review—Unraveling the mysteries of human behavior and consumer choice

✍ Scribed by Gillian Rice

Publisher
Wiley (John Wiley & Sons)
Year
2009
Tongue
English
Weight
70 KB
Volume
28
Category
Article
ISSN
1932-2054

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## Abstract Matching theory predicts choices on concurrent variable ratio schedules on which consumers' brand selection occurs will show maximization via exclusive choice of the richest schedule. However, aggregate studies of consumer choice indicate two modes of consumer brand purchase within a pr