Question

With the ________ heuristic, the consumer chooses the best brand on the basis of its perceived most important attribute.

Answer 1

The Compensatory Heuristic is used by consumers to choose the best brand based on the perceived most important attribute.

The heuristic described in the question is the Compensatory Heuristic. This heuristic involves weighing the importance of different attributes and making a decision based on the overall evaluation of each brand. The consumer chooses the brand that is perceived to have the highest value for the most important attribute.