A “mental shortcut” or “rule of thumb” that consumers use to simplify their decision-making process. For example, “I always buy the cheapest brand” is a choice heuristic. A type of cognitive heuristic (see “Cognitive Heuristic“).
A “mental shortcut” or “rule of thumb” that consumers use to simplify their decision-making process. For example, “I always buy the cheapest brand” is a choice heuristic. A type of cognitive heuristic (see “Cognitive Heuristic“).