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Rationality

Question Description Social psychologists, such as Jonathan Hidt in “the Righteous Mind”  argue that humans are not as rational as philosophers like Plato or Aristotle claim humans are. (Read also the little section “Philosophy and Life, Is Human Nature Irrational?” for other examples of irrationality). These Psychologists point out that we all tend to make …

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Usage of Rate Variables Segmentation

Question Description Chapter 4 describes the various methods advertisers use to segment and aggregate markets. Advertising success is not just about what you say, but also to whom you say it. Because no product or service pleases consumers, marketers need to select specific target markets that offer the greatest potential. They can then fine-tune their …

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