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The Human Factor is a psychological concept that refers to the role of human emotions and behavior in decision-making processes. It suggests that people make choices based on their emotional states, rather than purely rational considerations. This idea has been influential in fields such as marketing, psychology, and economics. The term "human factor" was first coined by psychologists Paul Meehl and Clifford Nass in the 1990s to describe how human emotions can influence decision-making. Since then, researchers have continued to explore this concept, revealing its significance in various contexts.