Heurística do reconhecimento

A heurística do reconhecimento (em inglês, recognition heuristic), postula que quando um indivíduo faz um juízo de valor sobre dois items, o item que o indivíduo mais facilmente reconhecer será considerado de maior valor.

Isto pode ser relevante no mercado, ao introduzir uma distorção na avaliação de empresas com imagens de marca fortes versus empresas potencialmente idênticas do ponto de vista financeiro, mas menos facilmente reconhecíveis.

Referências

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