Consumers often rely on decision guidelines, or mental rules of thumb, when weighing the merits of competing brands. These rules are referred to as ________.
A) evaluative criteria
B) compensatory decision rules
C) affects
D) heuristics
E) cognitions

Question

Quizplus · Accepted Answer

Heuristics are mental shortcuts or rules of thumb that people use to simplify decision-making. They are often based on limited information and can be prone to errors and biases. Examples of heuristics include the availability heuristic (making decisions based on readily available information) and the representativeness heuristic (making decisions based on stereotypes or prototypes).

Consumers Often Rely on Decision Guidelines, or Mental Rules of Thumb