Oeusoonthornwattana, Onvara; Shanks, David R. - In: Judgment and Decision Making 5 (2010) 4, pp. 310-325
What is the role of recognition in consumer choice? The recognition heuristic (RH) proposes that in situations where … recognition is correlated with a decision criterion, recognized objects will be chosen more often than unrecognized ones …. Results revealed that, although recognition was a powerful driver of preferences, it was used in a compensatory rather than a …