Joanna is overwhelmed with the amount of information available when trying to decide on a laptop computer purchase. She is exhausted from trying to understand all the technical jargon, so she decides that she will use price as an indicator of quality to arrive at a satisfactory, rather than optimal, decision. What practice does this illustrate?
A) minimizing
B) brand inertia
C) brand loyalty
D) suboptimization
E) satisficing

Question

Quizplus · Accepted Answer

This practice illustrates satisficing, which is the tendency to settle for a satisfactory or "good enough" decision, rather than attempting to make an optimal decision. Joanna is using price as a simple indicator of quality, rather than trying to fully understand all of the technical details of the laptops she is considering, in order to arrive at a satisfactory decision.

Joanna Is Overwhelmed with the Amount of Information Available When