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Gordon Jones is considering purchasing a computer from Best Buy. He has created a scale whereby he has rated eight different computers on three different characteristics. Gordon has decided that for a computer to make his short-list, it must score at least a seven on his scale on all three characteristics. Describe the type of choice heuristic that Mr. Jones is using as he selects a computer.
Non-Programmed Decision
Decision making that occurs in response to unusual, infrequent, and unpredictable situations, requiring specific solutions.
Bounded Rationality Theory
A concept suggesting that decision-making is limited by the information available, the cognitive limitations of the decision maker, and the time constraints.
Perceptions
The process of interpreting sensory information to construct an understanding of the environment or situations, influenced by an individual's experiences and biases.
Emotions
are psychological states that reflect feelings, physiological changes, and behaviors in response to stimuli.
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