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If the amount of money demanded exceeds the amount supplied, the
Need Recognition
The first stage in the consumer decision process, occurring when an individual perceives a difference between their current state and a desired state.
Bounded Rationality
A concept suggesting that individuals make decisions based on limited information, limited time, and their own limited cognitive processing capacity.
Biopsychologist
An expert in the field of biopsychology, analyzing how the brain, neurons, and nervous system influence thoughts, behaviors, and emotions.
Unconscious Thoughts
Relates to ideas, memories, and desires that are outside of conscious awareness but can influence behavior and emotions.
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