« Why Marketers Should Study Behavioral Economics - Ken Rona »

In Chapter 5 of 12, Ken Rona discusses his early career transition touring with large bands to getting a PhD from a Top 10 business school, Duke University. Rona studies voting behavior in political science courses at Stony Brook University and Rona starts to enjoy the business-driven behavioral economics. Rona translates the voting to how consumers process product attributes in purchasing decisions, including paradox of choice, and why people choose what they do.