The role of heuristics and consumers' market beliefs in individual decision-making
The decision-making process of consumer may be represented as the solution of the problem whether to purchase or not particular product or service. In this case the criterion of the optimal solution is the benefit that the consumer receives as the result of his purchasing decision. In order to adjust the outcome of purchasing decision to individual preferences, a person may apply various strategies intentionally or unconscionably. An important feature of such strategies is the question of whether the consumer may limit his desire or customer's beliefs to make the buying decision in accordance with the principles of heuristic. ...
