9990 · 2.3.2
Choice heuristics — FAQ
Frequently asked questions for 9990 Choice heuristics. Direct answers first, then deeper explanation — then practise with marking.
Are heuristics always bad and lead to wrong decisions?
No, this is a common misconception. Heuristics are essential cognitive tools that allow us to make fast and efficient judgements in a complex world. They work well most of the time. However, they are not foolproof and can lead to systematic, predictable errors in judgement (cognitive biases), especially when marketers deliberately design stimuli to exploit them.
Is the availability heuristic just about what you've seen most recently?
Not entirely. While recency is a major factor, the availability heuristic is about the overall 'ease of recall'. This can also be influenced by the vividness of the information (a dramatic plane crash is more memorable than car crash statistics), its emotional intensity, or personal experience. A single, highly emotional past experience with a product can make it more 'available' in your memory for years, influencing future choices.
Isn't price usually a good indicator of quality, making the price-quality heuristic reliable?
While there is often a positive correlation between price and quality (better materials, research, and labour cost more), it is not a perfect or guaranteed relationship. The price-quality heuristic is a shortcut, not a law. Marketers can exploit this by using 'prestige pricing' to create an illusion of high quality for a standard product. Conversely, a high-quality item might be priced lower for competitive reasons. Relying solely on this heuristic can lead to poor value-for-money decisions.