Low-Effort Decision Making: below are three consumer stories…
Low-Effort Decision Making: below are three consumer stories that illustrate how the representativeness heuristic and availability heuristic can influence decision-making. Read each story carefully and answer the questions that follow. Story 1: The Snack Choice James is in the grocery store looking for a quick snack. He notices a new brand of chips that is packaged similarly to his favorite brand. Trusting that the new brand must be just as tasty based on its appearance, he decides to purchase it without reading reviews or checking the ingredients. Story 2: The Beverage Selection After hearing a friend rave about a particular brand of sparkling water, Sarah is now inclined to purchase that brand over others she’s never tried. Even though she usually buys a different brand, the positive recommendation sticks in her mind, leading her to choose it without considering other options. Story 3: The Cleaning Product Selection During a routine shopping trip, Mia sees a new all-purpose cleaner that looks like a well-known brand she usually buys. Remembering how effective that brand is, she quickly grabs the new cleaner without considering alternatives or checking for any reviews. Questions and Points Identify the Heuristic and Explain Its Impact For each story, identify the heuristic used and briefly explain (in 15-20 words each) how it influenced the consumer’s decision. a) The Snack Choice: Heuristic: __________ Explanation: __________ b) The Beverage Selection: Heuristic: __________ Explanation: __________ c) The Cleaning Product Selection: Heuristic: __________ Explanation: __________
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