Application of different heuristic classes in memory-based and stimulus-based decisions

• Author(s): Kwiatkowski, Lukasz
• Date: 2014
• Persistent ID: http://hdl.handle.net/10362/14907
• Origin: Repositório Institucional da UNL
• Subject(s): Heuristics; Memory-based; Stimulus-based; Involvement
• Document Type: Master thesis
• Language: English
• Advisor(s): Martinez, Luís Fructuoso
• Contributor(s): RUN

Description

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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