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
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