A consumer tells another consumer,"Every time I eat at Jack'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

The scenario describes the consumer using their personal experience (which is readily available in their mind) to make a prediction about future experiences. This is an example of the availability heuristic, where people use the ease with which examples come to mind as a shortcut for making judgments.

A Consumer Tells Another Consumer,"Every Time I Eat at Jack's