How Do Heuristics Influence Creative Decisions at Advertising Agencies?

ABSTRACT

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 inter alia 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.