Whenever Gabriela needs to book a hotel room in an unfamiliar city, she always stays at a Marriott, because she's familiar with the brand. This is an example of

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Multiple Choice

Whenever Gabriela needs to book a hotel room in an unfamiliar city, she always stays at a Marriott, because she's familiar with the brand. This is an example of

This illustrates a heuristic, a mental shortcut used to simplify decision making. Gabriela relies on brand familiarity as a quick rule of thumb to reduce uncertainty and cognitive effort when choosing a hotel in a city she doesn’t know. She isn’t following a formal, step-by-step process or a company-wide rule, and she isn’t weighing long-term strategic factors; she’s applying prior experience with Marriott to speed up the choice and feel confident about quality. That’s exactly what a heuristic does: it provides a fast, efficient guide under uncertainty, even if it doesn’t guarantee the optimal option.

This illustrates a heuristic, a mental shortcut used to simplify decision making. Gabriela relies on brand familiarity as a quick rule of thumb to reduce uncertainty and cognitive effort when choosing a hotel in a city she doesn’t know. She isn’t following a formal, step-by-step process or a company-wide rule, and she isn’t weighing long-term strategic factors; she’s applying prior experience with Marriott to speed up the choice and feel confident about quality. That’s exactly what a heuristic does: it provides a fast, efficient guide under uncertainty, even if it doesn’t guarantee the optimal option.

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