Cognitive models of mental architectures in consumer preference

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This project aims to characterise the mental architecture of consumer preference, the decision mechanisms and strategies that people use to select products or service options. It uses carefully designed experiments and cognitive modelling of mental architectures that capitalise on the information in the product decisions people make and the time taken to make them. The project provides insight into how people reason with and use information to inform their decisions. This will help organisations to improve products and services and engage with consumers, to create competitive advantage, improve customer service and ultimately stimulate the economy.