What is meant by choice heuristics? What rules are commonly followed by urban consumers versus rural consumers?

Choice heuristics refer to the mental shortcuts or simplified decision-making strategies that consumers use to make purchase decisions quickly and efficiently. Since evaluating all available options can be time-consuming and mentally exhausting, consumers rely on heuristics to streamline their choices, especially in situations where they have limited time, knowledge, or motivation to make a detailed comparison. These heuristics help in reducing cognitive load and minimizing decision-making effort while maintaining a satisfactory level of accuracy in their choices.

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