Summary: My guest today is Itamar Simonson. Itamar is a professor of marketing in the Graduate School of Business, Stanford University. He is known for his work on the factors that determine the choices that buyers make. Simonson has studied both preferences that are created "on the fly" when people make choices… and somethings are simply predetermined before the customer even starts shopping. He’s also the author of the new book Absolute Value: What really influences customers in the age of nearly perfect information.
