Gordon Jones is considering purchasing a computer from Best Buy. He has created a scale for rating eight different computers on three different charateristics. He plans to make a short list of those computers that score at least a 7 on his scale on all three characteristics. Which of the following choice heuristics has he chosen? a) Anchoring and adjustment heuristicb) Conjunctive heuristicc) Lexicographic heuristicd) Elimination-by-aspects heuristic

Question

Asa Gilbert

Business

13 November, 23:44

Gordon Jones is considering purchasing a computer from Best Buy. He has created a scale for rating eight different computers on three different charateristics. He plans to make a short list of those computers that score at least a 7 on his scale on all three characteristics. Which of the following choice heuristics has he chosen? a) Anchoring and adjustment heuristicb) Conjunctive heuristicc) Lexicographic heuristicd) Elimination-by-aspects heuristic

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Answers (1)

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Kristina Hensley · Answer 1

C) Conjunctive heuristic

Explanation:

When a consumer (Mr. Jones) uses a conjunctive heuristic approach, he will set a minimum cutoff level for the attributes that he considers important, and will decide to purchase the good that meets that minimum threshold or cutoff level for every desirable attribute.

In this case, Mr. Jones has three desirable attributes and designed a scale with a minimum cutoff level of 7.