Consumers are most likely to use heuristics when involvement is and processing load is .
A)high; high
B)high; low
C)low; high
D)low; low
E)All of the above are correct.

Question

Quizplus · Accepted Answer

Heuristics, which are mental shortcuts or rules of thumb, are more likely to be used when the consumer's involvement is low, indicating a lack of motivation to process information deeply, and when the processing load is high, meaning there is too much information or it is too complex to process thoroughly.

Consumers Are Most Likely to Use Heuristics When Involvement Is