A consumer tells another consumer, "Every time I eat at Big Bill's Steakhouse, I get poor service." Whether this is true or not, it is the consumer's perception. This is an example of consumers basing future predictions on the quickness and ease with which a particular example of an outcome comes to mind. This scenario would be an illustration of the ________ heuristic.
A) discrimination
B) differentiation
C) availability
D) screening
E) representativeness

Question

Quizplus · Accepted Answer

This scenario is an example of the availability heuristic, where the consumer is basing their future predictions on how easily they can recall a past experience. The consumer's perception may be influenced by a single negative experience and lead them to believe that poor service is a typical occurrence at the restaurant.

A Consumer Tells Another Consumer, "Every Time I Eat at Big