Bruggen, Gerrit H. van; Smidts, Ale; Wierenga, Berend - In: Management Science 44 (1998) 5, pp. 645-658
Marketing decision makers are confronted with an increasing amount of information. This leads to a complex decision environment that may cause decision makers to lapse into using mental-effort-reducing heuristics such as anchoring and adjustment. In an experimental study, we find that the use of...