Читать книгу NEUROMARKETING - Branislav R. Tanasic - Страница 4

Decision theory is the theory of rational decision-making about something more or less uncertain, something that needs to happen in the near or the future. The method of decision making and methodology to be applied is conditioned by the importance that the decision has to the bearer. It should be taken into account that the degree of complexity of making decisions increases with the increase in the number of changes, especially if the data is insufficient or incomplete. People individually, according to the educational level, life experience, personality psychology, develop individual techniques and procedures for problem-solving and decision-making processes. Analytically, they define the type of guide to court, besides personal knowledge, are inclined to consult other people's experiences before making a final decision. Finally, the decision-making or the conclusion, the psychologists interpret as a process by which the combination of the given information comes to the knowledge makes a decision.