Heuristics and Print Advertising

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Heuristics and Print Advertising Heuristics and how they can be used by marketers to influence consumers Understanding the psychology or the behavior of consumers is key in marketing. This is because an understanding of when, where, why and how people buy or do not buy a certain product is important in making developing strategic marketing plans that will make a product get larger market.


This calls for the use of simpler methods to get satisfactory solutions. An example of this is the application of heuristics. Heuristics refers to experience-based techniques for discovery, learning and solving problems. Heuristics can also be described as simplifying strategies or rules of thumb that help people in their reasonable judgment and make guesses more quickly. Therefore, they are informal shortcuts or rules used to make daily judgments and get satisfactory solution since organizations cannot afford to spend large amounts of resources like energy, time and money on every single judgment or detail of life (Kahneman et al, 1982). Consumer behavior theories also give a good understanding of the behavioral trends among consumers and the factors that affect their decisions. Marketers combine information from these theories with heuristics so as to attain strategic marketing. The consumer behaviour theory gives a practical application of understanding the behaviour trends in consumers and thus providing a way of strategizing to influence them. The theory explains the psychological, mental, emotional, non-utilitarian or subjective aspects of consumer behaviour in making buying decisions. ...
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