A marketing science perspective on recognition-based heuristics (and the fast-and-frugal paradigm)
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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| Format: | Article |
| Language: | en_US |
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Society for Judgment and Decision Making
2012
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| Online Access: | http://hdl.handle.net/1721.1/75727 https://orcid.org/0000-0001-8510-8640 |