From the Editor: Rational Choice as
the Foundation of Behavioral Research
in Marketing
Editorial article
Klaus Wertenbroch, INSEAD, France, Klaus.WERTENBROCH@insead.edu
Suggested Citation
Klaus Wertenbroch (2015), "From the Editor: Rational Choice as
the Foundation of Behavioral Research
in Marketing", Journal of Marketing Behavior: Vol. 1: No. 2, pp 109-111. http://dx.doi.org/10.1561/107.00000013