Improving Decision Making by Means of a Marketing Decision Support System

  • van Bruggen G
  • Smidts A
  • Wierenga B
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Abstract

Abstract Marketing decision makers are confronted with an increasing amount of information. This leads to a complex decision environment that may cause decision makers to lapse into using mental-effort-reducing heuristics such as anchoring and adjustment. In ...

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Authors

  • Gerrit H. van Bruggen

  • Ale Smidts

  • Berend Wierenga

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