The divergence from rational choice influenced by non-economic factors, such as emotion, leading to the formation of “ill-informed” decisions or judgments are referred to as cognitive bias. These biases, making us susceptible to persuasion, wield significant influence over consumer choices and market outcomes. In the dynamic field of economics, understanding human behaviour becomes as crucial as analysing intricate market trends. Consequently, businesses have adeptly learned to exploit cognitive biases, incorporating them into their sales strategies to shape consumer behaviour and drive sales. 

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