Case Analysis: Consumers Writing Assignment

Case Analysis: Consumers
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Institutional Affiliation
Question 1.
A heuristic is a mental state where decisions are influenced by the emotional nature of an individual at that particular time. The emotional response or affect thus plays a significant role in the kind of choices and decisions one makes (Solomon, Stuart & Marshall, 2018). For instance, making a rational decision when one is happy or irrational when sad. Past experiences towards a certain stimulus also influence the affect heuristic state that in the end affects the perceived choice over the subject matter. When shopping, my choice to pick a product would be influenced by the availability heuristic. For example, if my experience with an Infix phone was troubled with an overheating battery, the chances of me buying the product again would be minimal. Thus, my shift to another brand. Anchor heuristic also influences my rating of products with other brands which influences my op...