| A | B |
|---|
| AFFECT REFERRAL | a decision based upon emotion or impulse |
| ALGORITHM | a structured problem solving process leading to one answer |
| HEURISTIC | an informal rule of thumb for quickly identifying a solution |
| FISHBEIN | marketing professor who advocated a Bayesian approach |
| BAYES | an 18th century Scottish mathematician who urged calculation of probable benefits for maximization of expected gain |
| INEPT SET | those alternatives that are immediately rejected as inappropriate |
| SIMON | economist who contended that most people merely satisfice instead of seeking an optimal solution |
| RANDOMIZATION | allowing a coin flip or lottery to decide |
| REFRAMING | a creative revisioning of a problem |
| LEXICOGRAPHIC | decision making focused on one criterion |
| CONJUNCTIVE | decision making requiring minimum scores on several criteria; serves to minimize expected risk |
| ROUTINIZED | when consumers are brand loyal and repeat their purchases without going through an extended decision making process, this behavior has become ... |
