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Leigh Caldwell
Company: The Irrational Agency
Country: UK
Biography:
Leigh Caldwell is a founding partner of the Irrational Agency – a research consultancy using behavioural economics and consumer psychology to advise companies on pricing strategy. His 2012 book, Psychology of Price, has recently been translated into Japanese, Chinese, Korean and Taiwanese. He also carries out academic economics research and is an economics commentator on BBC News.
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Behavioural economics – new new or new old?
Consumers are irrational

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