When you go into a shop to buy a product, how often do you make decisions based on conscious and subconscious factors? You have to arrange a flight from Amsterdam to Rome and look at a travel website...

When you go into a shop to buy a product, how often do you

make decisions based on conscious and subconscious factors?

You have to arrange a flight from Amsterdam to Rome and

look at a travel website for the choices available to you. List

the range of factors you will want to consider in making

your choice about which airline to choose to make the flight.

To what extent is the decision you arrive at ‘rational’?