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Application of different heuristic classes in memory-based and stimulus-based decisions
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This paper studies the drivers of heuristic application in different decision types. The study compares differences in frequencies of heuristic classes' such as recognition, one-reason choice and trade-off applied in, respectively, memory-based and stimulus-based choices as well as in high and low involvement decisions. The study has been conducted online among 205 participants from 28 countries.
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Heuristics Memory-based Stimulus-based Involvement