Discussion
In attempting to find and purchase high-quality cosmetics, Hema reminds herself that most expensive brands are the best. Hema's self-reminder illustrates the use of :
Answer: B
Hema is using a heuristic.
A heuristic is a mental shortcut or rule of thumb that usually leads to a good solution quickly but does not guarantee it. 'The most expensive brand is the best' saves her from comparing every product, but it can be wrong.
An algorithm is a step-by-step procedure that guarantees the right answer, such as testing every cosmetic. Framing effects (printed 'farming effects') concern how wording changes choices, and functional fixedness is seeing objects only in their usual use; neither is a price rule of thumb.
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