Ep. 2) Fundamental Change

In this episode, we explore the fundamental shift in modern marketing, moving away from the calculation-based Rational Actor Model toward a deep understanding of consumers as culturally embedded individuals. We often assume people make logical, self-interested decisions, but the consistent failure of traditional economic models reveals that human choice is actually a social act of meaning. We dive into how Moral Foundations Theory (MFT) and the Schwartz Theory of Basic Values provide the "operating system" for how we process information, feel emotions, and signal our identity through the brands we choose.