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Nowadays, organizations may deal with a variety of issues challenging the decision making such as overflow of data, lack of information, lack of knowledge and insufficiency of reports (Lin, Tsai, Shiang, Kuo, & Tsai, 2009). Over the years, management information systems including DSS, ES, EIS, and so on have been widely supported companies with their decisions; however, a key missing capability to manage decisions for emergencies, monitoring competition, collect data from different points of views, and carrying out constant analyses of numerous data and consider different variants of organization performance, is the major cause of failure to adequately meet the needs of enterprise decision-makers (Olszak & Ziemba, 2007). Given the widespread changes and the dynamics of today’s environment, organizations need to use new information systems that can analyse the various causal relationships both within and outside the organization. Hence they move towards using business intelligence (Gangadharan & Swami, 2004; Duan & Da Xu, 2012).

Innovation is widely considered as an important factor for competitiveness and has been a focus of research for decades (Szabo, Soltés, & Herman, 2013). Innovation is very important for organizations and companies, because it helps them to gain a constant competitive advantage in today’s uncertain environment; and they can dominate their rivals (Teigland, Di Gangi, Flåten, Giovacchini, & Pastorino, 2014). Organization have to innovate in order to survive (Bowers & Khorakian, 2014). Because of rapid changes and intense competition in IT industry, IT companies need more innovation to grow and survive. Those companies who cannot present innovative products and services to the market constantly will definitely lose (Constantinides, 2013). One can refer to such kinds of companies as AOL, WebTV, Napser, Alta Vista, Nokia, Fairchild and Palm Computing (Bouman, 2010).

Households represent one of the economic subjects entering to the market mechanism. The microeconomic theory focuses on households mostly as units of consumption, savings, partly as production units. Households participate on the side of the supply as well as on the side of the demand (Samuelson & Nordhaus, 2013; Mankiw, 1999). Households´ specific status on the supply side arises from the fact that households offer their ability to work at the labour market. When considering households on the demand side, mostly demand for goods and services that satisfied households´ needs must be included.

There is convincing evidence to suggest that understanding the fundamental needs of human beings is essential if we are to develop strategies to transition society towards more sustainable forms of development (Hall, 2006). Besides, human needs satisfaction is likely to “make fewer demands on our environmental resources, but much greater demands on our moral resources” (Brown, 1982). As such, it is a moral obligation for governments, societies, industries, and individuals, to help fulfill human needs by enhancing health, safety, economy, and society, while preserving the environmental assets such as biodiversity and natural resources; i.e. to realize sustainable development.

In everyday life, people tend to make various choices, which directly or indirectly bare consequences to a person’s economic welfare. One of those choices is the communication preference. Given that the communication is one of the essential pillars of the marketing science, the importance of the analysis of the communication and related topics is imperative. Given the digitalization of the modern world we encounter a situation of data overload while real, “face-to-face”, communication diminishes. At this point, it is necessary to gain as much as possible information from the data, especially if the communication is digital. That is one of the reasons for the necessity of quantification of the influencing factors on communication. Therefore, it is relevant to pursue the quantification of the traits and biases which influence people’s rationality and consequentially their choices.