AUTHOR: Hsee, Christopher K.
Using Reason versus Feelings to Guide Client Decisions
Christopher K. Hsee, PhD, Yang Yang, PhD, Xingshan Zheng, PhD, and Hanwei Wang, PhD
Predicting consumer behavior is crucial to success in any business, including real estate. Our research identifies that a key way to predict consumer behavior is through a consumer's level of what is called lay rationalism, which refers to the weight a consumer gives to feelings versus reason in the decision-making process