Article:
In a world that is short on time but long on merchandise, how can holiday shoppers make quick decisions about what to buy for the people in their lives? Once they make the decision, how do they know if they got it right? According to Darden Professor Yael Grushka-Cockayne, humans apply “similarity features” associated with certain events or categories to make decisions. Formally, this phenomenon is called the “similarity heuristic.” Grushka-Cockayne explains that it tends to guide people down the right path in a study published in the Journal of Behavioral Decision Making.
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