Buying the first brand that is satisfactory on all attributes in an example of which choice heuristic?
A)Lexicographic heuristic
B)Additive-difference heuristic
C)Conjunctive heuristic
D)Elimination-by-aspects heuristic
E)Price-quality heuristic

Question

Quizplus · Accepted Answer

This is an example of the conjunctive heuristic, where the consumer sets minimum acceptable levels for each attribute and chooses the first brand that satisfies all of them.

Buying the First Brand That Is Satisfactory on All Attributes