La théorie économique classique offre une perspective principalement normative de la prise de décision. La psychologie cognitive et sociale en offre une perspective essentiellement descriptive. Cet article présente une synthèse structurée d'un troisième courant de recherches, situé au croisement des deux courants précédents, et connu sous le nom de ‘ Théorie du comportement décisionnel ’. (Behavioral Decision Theory). Ces recherches montrent que les preneurs de décisions s'écartent souvent des normes prescrites par la théorie économique. Cet article en explique les raisons et explore ce que ces recherches impliquent pour la prise de décision en marketing.
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