22 Apr '15, 1pm

@BoF

LONDON, United Kingdom — Shopping for fashion can be a ride on an emotional carousel: the thrill of the chase; arduous hunting through stores and websites; the rush when you finally find what you’re looking for. Your heart races. Your skin tingles. You’re elated — for a few seconds, euphoric. Most of us would claim we make rational decisions when shopping. And for much of the twentieth century, mainstream economists tended to agree, believing that decision-making was rooted in a careful calculation of costs and rewards. But newer theories have questioned this belief. French sociologist Pierre Bourdieu argued that social agents do not make decisions according to rational criteria. Business consultant and author Jim Nightingale claimed, "we simply decide without thinking much about the decision process." Indeed, according to modern neuroscience — the study of the nervous sys...

Full article: http://www.businessoffashion.com/articles/intelligence/ca...

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