Marketing and market research are centered on the need to explore consumer experiences to inform management decisions. Heuristics and biases are of interest to marketing practitioners as these influences can impact data that is delivered to inform decisions. Existing research listing heuristics and biases alongside management strategies is limited to five reviews presenting frameworks and/or detailing heuristics and biases, none of which have been extended to a marketing context. This research 1) details the heuristics of interest to marketing practitioners by presenting n=7 core heuristics and the mechanisms of their operation and 2) examine solutions and proposed frameworks reported within the literature to avoid or acknowledge biases which may be present.

• Cuong Pham(Griffith University, Australia)
• Bo Pang(Griffith University, Australia)
• Julia Carins(Griffith University, Australia)
• Sharyn Rundle-thiele(Griffith University, Australia)