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Chapter 2 · Choice as superposition
You did not have
a preference yet
a preference yet
Classical economics assumes your preference existed before the question. Watch real buyers and you see something stranger: until the moment of asking, the preference is genuinely undecided.
The question does not reveal the answer. It creates it.
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⚛️The survey effect
Asking about a purchase changes the purchase
Asking about a purchase changes the purchase
This is why A/B tests disagree with interviews, and why both disagree with the till. Each is a different measurement, and each collapses the customer differently.
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