Tom is in the market for a new oven for his home. He compares several models at the store. Using the price/quality heuristic (high price is gauge for high quality), he concludes that the new Electrolux Oven is the best choice since it is the most expensive oven on the market. However, Tom knows nothing about this brand and so he is not confident that he is making the right choice. According to the heuristic/systematic model, what should Tom do?
A) Tom will go with his decision based on the price/quality heuristic he employed.
B) Tom will allow central route processing to correct his potential error in judgment.
C) Tom will engage additional heuristics and see if that changes his thinking.
D) Tom will search for additional peripheral cues to make him more confident.
E) Tom will engage in the systematic route and think more carefully about this decision.

Question

Quizplus · Accepted Answer

According to the heuristic/systematic model, when people encounter a decision that they are uncertain about, they may engage in central route processing to think more carefully about their decision. In this case, Tom is not confident about his decision because he knows nothing about the Electrolux brand. Therefore, the best choice for Tom is to engage in the systematic route and think more carefully about his decision, considering factors beyond just the price/quality heuristic.

Tom Is in the Market for a New Oven for His