Decision

Heuristics
Week 7
Rizqi Ghani Faturrahman
29120382
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 Part 1
I Decided to Choose Brand A
The Reason:
I believe that the quality of the product affects the price offered, based on the case that Brand A has a higher price than
Brand B, so it can be concluded that the carpet offered by Brand A is of higher quality than Brand B. Based on the ads, I can
see how much money I can save based on the price difference between the regular price and the offered discounted price,
than if I choose Brand A, $ 4 / sq. ft. If I go for Brand B, on the other hand, I'll only save $ 3 / sq. Ft. This argument
supports my decision to choose brand A over brand B.
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 Part 2
Do you believe that you employed a decision-making heuristic in
choosing Brand A versus Brand B above?

Answer:

Yes, I think that when we are trying to make a decision, we often resort to these mental shortcuts
when we need a quick fix. Heuristics facilitate difficult decisions, help us avoid "analysis paralysis"
in conditions of uncertainty that require speed.
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 Part 3
Do you believe that you employed an Intellectual Alibi when asked to “describe
the evaluation process you utilized to arrive at your decision:

Answer:

Yes, I do, when I bought Brand A, I thought that it would be smarter to pay the higher price and get a
better product and I thought of the biggest savings I can make by buying Brand A which saves me $
4.00 / sq. Ft. Instead of buying Brand B, it would only cost me $ 3.00 / square foot. save money.
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 Part 4
Do you believe that the way which you approached this decision may have been
affected by the underlying decision heuristics that you possess?

Answer:

Yes. When I wanted to make a decision, I preferred to use the decision

heuristic because we get what we pay for a certain category of product.
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 Part 5
For those of you chose Brand A, would the following ad have led you to a
different choice?
Brand A Carpet Brand B Carpet
67% Off!!!! 75% Off!!!!
Valued at Valued at
$6.00/sq.ft $4.00/sq.ft
Now $2.00/sq.ft. Now $1.00/sq.ft.

Answer:
Yes, personally I would have a different option because brand B has
a greater discount than brand A, but in detail it will be more useful
if I choose brand A because the money saving is greater than with
brand B. Brand A has a $ 4 difference in price from the pre-discount
price, and brand B has a $ 3 price difference from the pre-discount
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price
 Decision Rule
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 Part 1
Which of the four types of Decision Rules: Conjunctive,
Lexicographic, Elimination-by Aspects, or Compensatory that
each focus group member likely used (Hint: each of the four
types of Decision Rules is represented twice).

Elimination-by-
Conjunctive Lexicographic Compensatory
Aspects

Doris A Meghan E Laura M Bruce F

Ron J Patricia L Mark G Kelsey K

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 Part 2
Total Score Calculation

Brand Scores
Product Importance
Attributes Rating
Brand A Brand B Brand C Brand D

Print Quality 35 7 3 4 7

Price 25 5 9 10 8

Zoom
10 1 9 6 5
Capability

Battery Life 10 1 9 6 4

Weight 20 8 7 4 2

Total Score 22 37 30 26
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Brand B has the highest overall score

 Part 2
Which brand of camera each of these four consumers (Laura M., Patricia L., Bruce F., and Doris A.) likely
purchased.
Consumers Camera Decision Rule Explanation

For Laura the most important aspect is the print quality, Brand A and Brand D have
the highest score, each Brand score is 7. For the price, Laura only selects those
Elimination-by-
Laura M Brand A with a score greater than 5, so Brand A and Brand D are still fair. Also, the Brand
Aspects
with a weight value greater than 5 is brand A for weight. Then Laura will choose
the Brand. A

Bruce F Brand B Compensatory Bruce will choose Brand B because it has the highest overall score

The minimum standard for Doris's decision rules is 4 (for each attribute each
Doris A Brand C Conjunctive Brand scores). Only Brand C has a score greater than 4 for each attribute, so
Brand C's camera is the right choice for Doris.

For Patricia, print quality is the most important and we can see that Brand A and
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Brand D with a score of 7 each have the highest print quality. Since the score was
Patricia L Brand D Lexicographic the same, we went to the second most important quality for Patricia, the price. The
price rating for brand A is 5 and the price rating for brand D is 8. Therefore,
Patricia would choose brand D
Thank you!
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