Application of different heuristic classes in memory-based and stimulus-based decisions
This paper studies the drivers of heuristic application in different decision types. The study compares differences in frequencies of heuristic classes' such as recognition, one-reason choice and trade-off applied in, respectively, memory-based and stimulus-based choices as well as in high and...
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| Format: | masterThesis |
| Language: | eng |
| Published: |
2015
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| Online Access: | http://hdl.handle.net/10362/14907 |
| Country: | Portugal |
| Oai: | oai:run.unl.pt:10362/14907 |
| Summary: | This paper studies the drivers of heuristic application in different decision types. The study compares differences in frequencies of heuristic classes' such as recognition, one-reason choice and trade-off applied in, respectively, memory-based and stimulus-based choices as well as in high and low involvement decisions. The study has been conducted online among 205 participants from 28 countries. |
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