If a consumer believe that Sony televisions are high quality, he/she may conclude that Sony DVD players are similarly high in quality.This is most clearly an example of what type of heuristic?
A)Additive-difference heuristic
B)Attraction effect
C)Representativeness heuristic
D)Price-quality heuristic
E)Simulation heuristic

Question

Quizplus · Accepted Answer

This is an example of the representativeness heuristic, as the consumer is making a judgment about the quality of Sony DVD players based on their similarity to Sony televisions, which are perceived as high quality. The consumer is using the brand as a mental shortcut to make a decision about the quality of the DVD player without necessarily having additional information about it.

If a Consumer Believe That Sony Televisions Are High Quality