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At this point of time, granular data is available which allows business analytics tools to process the minutest of trends. Aspects such as eye movements or facial expressions give away the reasons for customers’ purchase choices. It has thus been understood that stress and its induced hormones impact decision making substantially. The hormone cortisol for example is often associated with stress, though it is released prior to expectations of such stress, as a coping mechanism. People’s speed and accuracy are affected by stress as reflected by the Cognitive Reflection Test. Testosterone on the other hand is related to instinctive behaviors.

Source:http://knowledge.wharton.upenn.edu/article/how-stress-influences-decision-making/

 

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