Managerial biases and their differential impacts on marketing behaviour under different situations : a study using strategy simulation data.

• Main Authors: Goh, May San., Le, Thi Lan Huong., Zhuo, Jiepeng.
• Other Authors: Lim, Lewis Kui Suen
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/9110
• Institution: Nanyang Technological University

Research generally assumes that human biases produce a uniform (usually negative) effect on managerial behaviour regardless of the circumstances. However, it is possible that biases have different degrees and directions of effects under different circumstances. Knowing the differential impacts of bi...