Abstract:Consumers tend to evaluate services based on the time required to perform such services, when the value of the latter positively correlates with efficiency. This study investigated how consumers use the efficiency heuristic, referring to the tendency of consumers to infer the value of a service from the perceived efficiency with which it is performed. We studied 81 participants who had experienced car problems. The relationship between time devoted to a given service and judgments about its value showed a quad… Show more
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