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Every day people are faced with decisions because of the various issues that are inevitable in day-to-day life. In the same breath, during the choices, there is numerous information on a given phenomenon; information that cannot be comprehended in full and used in making the decisions. This paper seeks to look at the limitations of the market and how they have influences on the different choices that humans make. Moreover, the first part of the paper will address behaviour science and thedoi:10.19044/elp.v6no1a2 fatcat:67z3xuzfbzhz3aznfi66ep5ff4