  In this paper it is proposed the dynamical quantum Zeno Effect in quantum
decision theory. The measurement postulate is not an essential ingredient for
the explanation of the quantum Zeno effect, a dynamical account is given in
quantum physics. In this account, the entanglement between the system of
interest and the apparatus inhibit the quantum transition. The collapse
postulate is not considered. It is show in this paper that the belief-action
entanglement model provides a mathematical framework for the dynamical quantum
Zeno effect in quantum decision theory. It is also shown that, in this context
the dynamical account implies that opinion change process can be inhibited by
frequent evaluations of intentions to act.
