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Representativeness Heuristic Definition

  • When consumers base their predictions on how representative or similar an outcome is to other examples.

    Principles of Marketing by Philip T. Kotler, Gary Armstrong



Representativeness Heuristic Explanation

The representatives heuristic is utilized when making decisions about the likelihood of an occasion under vulnerability. It is one of a gathering of heuristics (straightforward principles administering judgment or basic leadership) proposed by therapists Amos Tversky and Daniel Kahneman in the mid 1970s. Heuristics are depicted as "judgmental alternate ways that for the most part get us where we have to go - and rapidly - however at the expense of every so often sending us off base." Heuristics are helpful in light of the fact that they use exertion decrease and improvement in basic leadership. Tversky and Kahneman characterized representativeness as "how much [an event] (I) is comparable in basic qualities to its parent populace, and (ii) mirrors the notable highlights of the procedure by which it is created". The representativeness heuristic is essentially portrayed as evaluating closeness of items and sorting out them based around the classification model (e.g., like goes with like, and circumstances and end results ought to look like one another).

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