Marketing Letters · 1999 · 321 citations · 33 references
Social SciencesBehavioral SciencesEconomicsBehavioral EconomicsConsumer BehaviorDecision MakingBehavioral Decision-makingChoice BehaviorChoice ModelingDecision-making ModelsDiscrete Choice ModelsPreference ModelingDiscrete Choice Experiment DesignStated Preference ModelingStated Preference Modelling
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The theory of planned behavior
Icek Ajzen · Organizational Behavior and Human Decision Processes · 1991 · 84.8K citations
Judgment under Uncertainty: Heuristics and Biases
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