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Assuming a costlier product must be better quality is an example of the:
APrice equals quality heuristic
BPrice equals quantity heuristic
CPrice equals quota heuristic
DPrice equals query heuristic
Answer & Solution
Correct answer: A. Price equals quality heuristic
1. A mental shortcut is being used.
2. Price stands in for judgment.
3. It is the price equals quality heuristic.
_Source: OpenStax Principles of Marketing, Chapter 3, Understanding Consumer Markets and Buying Behavior._
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