Every time Kirk shops for wine, he chooses which brand to purchase based on the how expensive the bottles are. He tries to choose one that isn't too cheap.Kirk is using what type of heuristic?

Question

Quizplus · Accepted Answer

Kirk is using the price-quality heuristic, where he is assuming that the more expensive the wine is, the higher the quality it must be. He is using price as a cue to make a judgement about quality.

Every Time Kirk Shops for Wine, He Chooses Which Brand