CHAPTER 3
Decisions: how
we make them
and how we
influence them
W
hen you understand how people make decisions, you
can influence the decision they will make and how
quickly and easily they make their choice.
In the first part of the chapter you will learn how we all look
for easy ways to make a decision when the complexity of our
choice seems to outweigh the importance of the outcome. We
take shortcuts. These ...
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