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



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