Psephology means the study of elections, 1952, from Greek psephizein "to vote" (properly "to vote with pebbles," from psephos "pebble."). Nowadays, people do not use pebbles to vote. People use their wallets to vote and many other means to vote. Voting is similar to decision making.
How do we vote/decide on what course of action to take? Emotions and stress can impact decision making. Quality, relationship, brand identification, social proof, and relative price impact voting/deciding on a choice. It is important to remove emotions from the decision making process. Can AI and machine learning (ML) assist in decision making?
Voting with wallets, addressing the decision, pebbles in pockets