Heuristic processing is more likely when buying ketchup and less likely when buying furniture.

Question

Quizplus · Accepted Answer

Heuristic processing is a cognitive shortcut that involves making decisions based on readily available information, without considering all possible options. When buying something like ketchup, which is a low-involvement product with little variation between brands, consumers are more likely to use heuristic processing to quickly select a familiar brand. However, when buying furniture, which is often a higher involvement purchase with many options and considerations, consumers are more likely to engage in systematic processing and carefully consider their options.

Heuristic Processing Is More Likely When Buying Ketchup and Less