Answer to Question #238056 in Management for Nicholas

Question

Shipyards are filled with lots of expensive machinery. Recently Klaus Winkelman, 

COO, lead the process of buying more machinery for the Gqeberha shipyard. This will 

undoubtedly be a big expense for his division and the process will take some time. 

Question:

A.When Klaus was deciding on which brand of machines to consider, he reached

into his top drawer to get the marketing brochures from the last tool and

machinery sales representative that visited him earlier that week. He did not

consider other brands. Which bias is represented by this example? You need

to motivate your answer.

Answer 1

This example represent recency bias. This is because Klaus is interested in buying machinery from the recent sales representative instead of considering earlier representatives.