Hu, Zhan; Wang, X.T. - In: Journal of Business Research 67 (2014) 8, pp. 1710-1716
upon each of the four following heuristics: Franklin's rule, likelihood expectancy, take-the-best (TTB), and minimum … requirement (MR). Study 2 adopting a within-subject design jointly compares the four heuristics. The results show that simple …