A marketing science perspective on recognition-based heuristics (and the fast-and-frugal paradigm)

A marketing science perspective on recognition-based heuristics (and the fast-and-frugal paradigm)

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Marketing science seeks to prescribe better marketing strategies (advertising, product development, pricing, etc.). To do so we rely on models of consumer decisions grounded in empirical observations. Field experience suggests that recognition-based heuristics help consumers to choose which brands t...

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Bibliographic Details
Main Authors: John Hauser, Julian N. Marewski, Rüdiger F. Pohl, Oliver Vitouch
Format: Article
Language:English
Published: Cambridge University Press 2011-07-01
Series:Judgment and Decision Making
Subjects:
consideration sets
ecological rationality
evaluation cost model
fast-and-frugal heuristics
self-reflection learning
non-compensatory decision rules
product development
recognition heuristic
Online Access:https://www.cambridge.org/core/product/identifier/S1930297500001352/type/journal_article
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