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Why is it important?
Emotions have significant predictive power and are very diagnostic in focusing management effort.
Perspectives
Measurement of emotions is difficult. This article proposes a measurement approach and uses it to demonstrate the role of emotions in choice processes.
Professor John H. Roberts
University of New South Wales
Read the Original
This page is a summary of: Practice Prize Paper—Incorporating Emotions into Evaluation and Choice Models: Application to Kmart Australia, Marketing Science, November 2015, INFORMS,
DOI: 10.1287/mksc.2015.0954.
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