Laroche, Michel; Kim, Chankon; Matsui, Takayoshi - In: Journal of Consumer Marketing 20 (2003) 3, pp. 192-209
This study empirically investigates consumers’ use of five heuristics (conjunctive, disjunctive, lexicographic, linear … in determining the consumers’ choice heuristics, it was found that the conjunctive heuristic is the most often used …