One important research area in behavioural economics involves examining the intertemporal decisions of consumers, in a manner different from traditional economics theory. An intertemporal decision is one in which the consumer has to decide between the gain and loss at various points in time. Traditional economics assumes the existence of a rational consumer, who discounts at the same rate all the sums subject to inter-temporal decisions. But there have been many cases and studies where the opposite is found. Behavioural economics tries to take into account the sociological and psychological factors influencing consumer decisions that differ from the consumer path considered to be rational.
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