Entscheidungsheuristiken in der PGE - Produktgenerationsentwicklung

Product development always includes the selection of ideas from a set of potential ideas and thus pointing the way for the subsequent process. Doing this intuitively always implies the risk of not choosing the best option and to be subject to misjudgements. Research in the field of behavioural economics showed that misjudgements in intuitive decision making can be predicted systematically. This is called decisions heuristics. This raises the question if the knowledge from the field of behavioural economics can be important for product development as well. Subsequently a first study is presented, that shows how decisions behaviour depends on the given alternative solutions in a decision making situation in product development.