How do heuristics influence creative decisions at advertising agencies? Factors that affect managerial decision making when choosing ideas to show the client

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.
West, Christodoulides and Bonhomme


  • Even within the same agency, different combinations of heuristics are used in the choice of what creative solutions to show a client.
  • Both analytic and pure heuristics play a role in the decision-making...
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