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Keywords: Cognitive capacity
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Journal Articles
International Journal of Bank Marketing (2017) 35 (5): 750–760.
Published: 03 July 2017
... simplify complex tasks; thereby, helping consumers deal with limitations to their cognitive capacity to store, retrieve and process information. Under conditions of uncertainty, Tversky and Kahneman (1974) suggest that consumers specifically supplement cognitive capacity with three heuristics...
