Globally irrational, locally rational? Localising behavioural economics for the Asian market

Elina Halonen

This paper looks at how culture can influence consumer decision making and how applications of behavioural economics can be adapted for the Asian context.

Globally irrational, locally rational? Localising behavioural economics for the Asian market

Elina HalonenThe Irrational Agency

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Introduction

Behavioural economics has been one of the big trends in market research for...

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