Study reveals how decision-makers complicate choice

A study by Columbia Business School's marketing professors Ran Kivetz, Philip H. Geier, Jr. Professor of Marketing, and Oded Netzer, Philip H. Geier Jr. Associate Professor, Marketing, alongside Rom Schrift, Assistant Professor of Marketing, the Wharton School of the University of Pennsylvania (he received his Ph.D. from Columbia Business School in 2011), demonstrates the existence of "complicating choice" – the process that decision-makers unintentionally initiate when making certain decisions – and the underlying psychological mechanisms that cause the phenomenon.

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