Roger's Meat Market is a chain of retail stores that limits its sales to fresh-cut meats. The stores have been very proﬁtable in northern cities. However, when two stores were opened in the south,
Both lost money and had to be closed. Roger, the owner, has now concluded that no southern-
Based store should be opened as it would not be proﬁtable. Which one of the following applies to
Roger?

Question

Quizplus · Accepted Answer

Roger is using the representativeness heuristic by assuming that because two stores in the south were unprofitable, all southern-based stores will be unprofitable, without considering other factors that might have contributed to the failure.

Roger's Meat Market Is a Chain of Retail Stores That