An Empirical Evaluation of Decision Heuristics in the Process of Evoked Set Formation

Abstract

This study investigates the consumer’s use of five heuristics (conjunctive, disjunctive, lexicographic, linear additive, and geometric compensatory) in the evoked set formation regarding beer brands and fast food outlets. By using a decomposition approach in determining the consumers’ choice heuristics, it was found that the conjunctive heuristic is the most often used decision model in the evoked set formation for the two product classes.