Heuristic - How To Discuss
Heuristic
Marketers and advertisers often use heuristics to understand buyer behavior and influence purchasing decisions in the target market.
This is because people instinctively make decisions based on heuristics rather than strict logic. As a result, heuristics can help marketers strategically and effectively guide their target customers through the purchase decision phases.
Understanding heuristics is essential for marketers to understand buyer behavior both online and offline.
Heuristic definition
Heuristics is a problem-solving technique that helps people make decisions quickly and efficiently using mental shorthand.
For example, instead of thinking about which product is really the best, a consumer can think about the brand they like the most. This mental substitution is a kind of heuristic (see below).
What are the 4 types of heuristics?
1. Heuristic availability
The availability heuristic is used when a person makes a decision based on the first information or example that comes to mind. If you can easily find an example, this information is considered important.
Marketing uses the availability heuristic, where the consumer is given a sample of a product so that they become familiar with it and can easily remember it.
For example, if you are hungry from shopping and get a free sample, chances are you will find it extremely delicious! This way you can easily remember the brand the next time you buy a snack and use it as a purchasing decision.
(That's why more samples are handed out just before lunch and dinner.)
2. representativeness heuristic
This type of heuristic is used when a person compares information with an example that exists in their head. In marketing, the representativeness heuristic is often used to convince customers of an idea or concept.
For example, in a product launch campaign, the marketer will highlight features of a new product that are similar to another popular product targeting customers who like it or have already purchased it.
3. Heuristics for anchoring and adaptation
This type of heuristic is used when a person relies on background information to make a decision. In marketing, brands use anchor and fitheuristics to strategically evaluate a product.
For example, a real estate agent offers a house for sale at a price that is higher than its fair value, and a potential buyer will use that price as an anchor to lower it until it reaches the desired price.
4. Attribute replacement heuristics
The attribute replacement heuristic occurs when a person has to make a complex judgment and instead substitutes a simpler attribute to make the decision faster and easier.
For example, when considering which laptop to buy, some buyers avoid technical questions (screen size, resolution, battery life, key specs, etc.) and instead ask: Which brand do I have more? Then make purchasing decisions based on that demand.
Meanings of Heuristic
Heuristic method.
The art of applying heuristic methods.
A technique used to solve a problem when traditional methods are too slow or do not provide an accurate solution.
(problem-solving, learning or discovery approach) that uses a practical method that does not guarantee optimization or perfection and that does not follow or arise from any theory.
(method or algorithm) that solves the problem more quickly, but is not sure of arriving at the optimal solution.
(argument) An argument based on the value of a method or principle that has been shown to be a useful tool in learning, discovering, and solving problems through experimental research.
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