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Why is consumer behavior paradoxical ?

Why is consumer behavior paradoxical ?
Social-Sciences   Psychology   
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Consumer behavior is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumer's emotional, mental and behavioural responses that precede or follow these activities. Consumers are paradoxical in their behavior because humans want maximum control over their choices, and also want no brainer choices and mental shortcuts. People do what they like and don’t want to feel like they’re giving anything up.

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