How Do Heuristics Influence Creative Decisions at Advertising Agencies?
研究全球广告公司在没有文案测试时，员工如何决定向客户展示哪些创意，发现他们混合使用分析性和纯启发式方法。
<h3>ABSTRACT</h3> This study focuses on individual choices made about what ideas to show clients in the absence of copy testing; it examines the decision-making heuristics employed by a global advertising agency. On the basis of an online survey, the results <i>inter alia</i> suggest that when it comes to deciding which ideas to show to clients, both analytic and pure heuristics are used in various combinations. The results provide insights about the nature of and factors that influence decision making among managers.