A consumer tells another consumer, "Every time I eat at Big Bill's Steakhouse, I get poor service." Whether this is True or not, it is the consumer's perception. This is an example of consumers basing future predictions on the quickness and ease with which a particular example of an outcome comes to mind. This scenario would be an illustration of the ________ heuristic.
A) discrimination
B) differentiation
C) availability
D) screening
E) representativeness

Question

Quizplus · Accepted Answer

This scenario is an illustration of the availability heuristic, which involves making predictions or judgments based on information that comes to mind easily and quickly. The consumer's perception of poor service at Big Bill's Steakhouse is a vivid and easily accessible example that influences their expectations for future experiences.

A Consumer Tells Another Consumer, "Every Time I Eat at Big