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

question 133

Multiple Choice

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

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Definitions:

Prefrontal Cortex

The front part of the frontal lobe of the brain, involved in decision making, problem-solving, control of purposeful behaviors, and emotion regulation.

Executive Control System

A term often used interchangeably with executive control centre, refering to the brain networks involved in high-level cognitive functions such as decision making.

Corpus Callosum

A large band of neural fibers connecting the two hemispheres of the brain, facilitating communication between them.

Occipital Lobe

The Occipital Lobe is a region of the brain located at the back of the head, responsible for processing visual information from the eyes.