Choice heuristics

Need to know

What you need to know

• Heuristics are mental shortcuts used to simplify complex decisions.
• They are used because consumers have limited cognitive capacity and time.
• While generally useful, they can result in predictable errors or cognitive biases.
• Marketers can design strategies that specifically target these heuristics.

Explanation

Choice heuristics

1. Heuristics are mental shortcuts used to simplify complex decisions.
2. They are used because consumers have limited cognitive capacity and time.
3. While generally useful, they can result in predictable errors or cognitive biases.
4. Marketers can design strategies that specifically target these heuristics.