The representativeness heuristic as a determinant of public perceptions of banking organisations

Three hundred and sixty‐seven members of the general public were interviewed in Surrey and Greater London in an attempt to ascertain whether they employed the representativeness heuristic when interpreting the corporate personas of UK building societies and banks. The representativeness heuristic is a simple decision‐making rule whereby an individual draws inferences about an organisation according to how closely it is perceived to resemble other organisations regarded as typical of a particular group (‘banks’ for example). It emerged that many respondents did indeed apply the representativeness heuristic in this context, resulting in their ignoring or paying little attention to a specific item of objectively useful information. The findings of previous research which concluded that building societies have ‘warmer’ and friendlier images than conventional banks are generally supported. An important observation was that building societies which in recent years have converted themselves into banking PLCs are still regarded by large numbers of people as possessing the same image attributes as unconverted building societies.