economic theory suggests to solve the decision problem. But since real decision makers can hardly be expected to behave …In this paper I consider a complex decision problem where subjects have to cope with a time horizon of uncertain … according to the theoretical solution in the problem at hand, I describe several heuristics or rules of thumb and investigate …

Since D. Kahneman y A. Tversky came up in the 70s with the Prospect Theory describing the use of heuristic rules for … heuristic rules and decision practice, challenging the general accepted Marketing model assuming a high level of involvement and …