Document details

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

Author(s): Kwiatkowski, Lukasz

Date: 2014

Persistent ID:

Origin: Repositório Institucional da UNL

Subject(s): Heuristics; Memory-based; Stimulus-based; Involvement


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.

Document Type Master thesis
Language English
Advisor(s) Martinez, Luís Fructuoso
Contributor(s) Kwiatkowski, Lukasz
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