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) screening
C) representativeness
D) availability
E) differentiation

Question

Quizplus · Accepted Answer

The scenario described in the question is an example of the availability heuristic, where a consumer is basing their future predictions on the ease with which a particular example (getting poor service at Big Bill's Steakhouse) comes to mind. The availability heuristic operates on the principle that people tend to judge the likelihood of an event based on how readily available it is in their memory or experience.

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