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Choice Based on Reasons

Author
Alexander Chernev
Published
Wed 06 Aug 2025
Episode Link
https://chernev.com/customerscience

This episode explores how people often make choices not just based on preferences but also to justify those choices with reasons. It illustrates how providing reasons can change what people choose, even when the underlying preferences remain unchanged. The episode highlights the power and pitfalls of reason-based choice in both personal and professional decision-making contexts.

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