Last month 49, 000 consumers self-selected among 598 brands in 83 diverse categories in which they are customers, and assessed brands based on an independently-validated technique that fuses rational and emotional aspects of the categories, using a combination of psychological inquiry and higher-order statistical analyses.

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"To me, many of these projects are a result of easy access to capital and a combination of wishful thinking and speculative behavior rather than rational business calculations, " said Victor Teo, assistant professor at the University of Hong Kong.

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Han prescribes credit and tax incentives in combination with technical advice and training to help peasants make rational choices.

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