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.



Citation:

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.

Authors

Carly Drake, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Robo-Advising: Algorithm Appreciation

Jennifer Logg, Harvard Business School, USA
Julia Minson, Harvard Business School, USA
Don Moore, University of California Berkeley, USA

Read More

Featured

Speaking ill of Others: When Negatively-Valenced Gossip Fosters Social Connection

Alixandra Barasch, New York University, USA
Jonathan Zev Berman, London Business School, UK
Heeyoung Yoon, New York University, USA

Read More

Featured

H8. The Beneficial Side of Haze: Air Pollution Promotes Innovation and Creativity

Yi Wu, Tsinghua University
Yifan Chen, Tsinghua University
Yuhuang Zheng, Tsinghua University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.