O7. Helpful Mental Shortcuts Or a Shortcut to Bias? Two Perspectives on Heuristics and One New Direction For Consumer Research
Consumer research tends to follow a perspective on heuristics that argues heuristics bias and mislead those who use them. However, a second perspective posits that heuristics may be more efficient and accurate than complex computations, despite using less information. We explore what this perspective can offer future consumer research.
Carly Drake and Mehdi Mourali (2018) ,"O7. Helpful Mental Shortcuts Or a Shortcut to Bias? Two Perspectives on Heuristics and One New Direction For Consumer Research", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 933-933.
Carly Drake, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada
NA - Advances in Consumer Research Volume 46 | 2018
Family Consumption Experiences Across Generations
Tandy Chalmers Thomas, Queens University, Canada
Linda L Price, University of Oregon, USA
Love is Blind: How Sensory Liking Impacts Perceptions of Unbranded Products
Jennifer L Stoner, University of North Dakota
Maria A Rodas, University of Minnesota, USA
The Viciousness and Caring of Sharing: Conflicts and Motivations of Online Shamers
Chen Pundak, Tel Aviv University, Israel
Yael Steinhart, Tel Aviv University, Israel
Jacob Goldenberg, IDC