Bennett, Roger - In: Journal of Communication Management 2 (1997) 2, pp. 137-148
to ascertain whether they employed the representativeness heuristic when interpreting the corporate personas of UK … building societies and banks. The representativeness heuristic is a simple decision‐making rule whereby an individual draws … heuristic in this context, resulting in their ignoring or paying little attention to a specific item of objectively useful …
