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Good reasons sell: reason-based choice among group and individual investors in the stock market.


Introduction

in what manner do decision makers decide among a large number of alternatives? We offer proffer that individuals and groups will make of that kind difficult decisions by choosing the alternatives with advantageous reasons, and we predict that clusters (compared with individuals) will demonstrate the strongest priority for good reasons.

We define "good reasons" as arguments or rationales that look attractive or convincing as standalone propositions. Unfortunately, advantageous reasons sometimes lead to bad choices. single of the most basic insights of research upon decision making and decision analysis is that alternatives involve trade-offs. Alternatives that have profitable reasons may be less attractive for other


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