Arthur K. Richards

“Ravi Dhar, professor at Yale University and the director of its Center for Customer Insights, is right when he says, “Most marketers assume that consumers are rational agents who weigh each option carefully considering all possible trade-offs, whereas in practice choices emerge out of intuitive processing that makes some option look more attractive than others.”
― Raja Rajamannar, Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow's Consumers