Gilbert-Saad, Antoine; McNaughton, Rod B.; Siedlok, Frank - In: Management Decision 59 (2021) 7, pp. 1706-1727
Purpose: Research has reliably demonstrated that decision-makers, especially expert ones, use heuristics to make decisions under uncertainty. However, whether decision-makers with little or no experience also do, and if so, how? is unknown. This research addresses this issue in the marketing...
