Now, think about what this means. You know, we wake up in the morning and we feel we make decisions. We wake up in the morning and we open the closet; we feel that we decide what to wear. We open the refrigerator and we feel that we decide what to eat. What this is actually saying, is that many of these decisions are not residing within us. They are residing in the person who is designing that form. When you walk into the DMV, the person who designed the form will have a huge influence on what you'll end up doing.
This can also be applied to agents consumer behaviour at a supermarket scenario. More specifically, to the extend to which we are more likely to buy one brand or another one, depending on where the product is positioned in the supermarket, the level of awareness we have about that brand and other people´s reaction and behavior towards the brand regardless of the price or quality those products have.
BUT... agents can only be influenced till a certain level, depending on whether they are risk averse or risk seeking individuals.
According to Glasser, choice theory is the explanation of human behavior based on internal motivations. According to choice theory, all of our behavior is chosen as we continually attempt to meet our genetic needs´´ (Glasser, 1999). This genetic needs are usually changed due to our interaction with the environment only to a certain level as motivations are intrinsic.