Key Decision-Making Heuristics to Know for Cognitive Psychology

Decision-making heuristics are mental shortcuts that help us make choices quickly. These strategies, while useful, can lead to biases and errors in judgment, revealing how our cognitive processes shape our perceptions and decisions in everyday life.

1. Availability heuristic

   • People judge the likelihood of events based on how easily examples come to mind.
   • Recent or vivid experiences can skew perceptions of frequency or probability.
   • This heuristic can lead to overestimating risks associated with dramatic events (e.g., plane crashes).

2. Representativeness heuristic

   • Individuals assess the probability of an event by comparing it to a prototype or stereotype.
   • This can result in neglecting relevant statistical information (base rates).
   • It often leads to misjudgments, such as assuming someone is a librarian based on their quiet demeanor.

3. Anchoring and adjustment heuristic

   • Decision-making is influenced by an initial piece of information (the anchor) that serves as a reference point.
   • Adjustments made from the anchor are often insufficient, leading to biased outcomes.
   • This heuristic is commonly observed in negotiations and pricing strategies.

4. Affect heuristic

   • Decisions are influenced by emotions and feelings associated with the options available.
   • Positive or negative feelings can lead to quick judgments without thorough analysis.
   • This heuristic can simplify complex decisions but may also lead to irrational choices.

5. Recognition heuristic

   • When faced with choices, individuals often prefer options that are more recognizable.
   • This heuristic operates under the assumption that if one option is recognized and another is not, the recognized option is likely better.
   • It is commonly used in situations with limited information, such as brand selection.

6. Fluency heuristic

   • The ease with which information is processed affects decision-making.
   • Information that is easier to read or understand is often perceived as more credible or favorable.
   • This can lead to biases in judgments based on the presentation of information.

7. Take-the-best heuristic

   • Decision-makers focus on the most important criterion and ignore others when making choices.
   • This heuristic simplifies complex decisions by prioritizing the best option based on a single attribute.
   • It is effective in situations where time or information is limited.

8. Satisficing

   • Individuals seek a satisfactory solution rather than the optimal one, especially under constraints.
   • This approach involves settling for an option that meets minimum criteria rather than exhaustively searching for the best.
   • Satisficing can lead to quicker decisions but may result in missed opportunities.

9. Elimination by aspects

   • Decision-making involves eliminating options based on specific attributes until one remains.
   • Criteria are set, and options are discarded if they do not meet these criteria.
   • This heuristic helps simplify choices but can overlook potentially good options that do not meet all aspects.

10. Scarcity heuristic

    • Perceived scarcity of an item increases its value and desirability in decision-making.
    • This heuristic can lead to impulsive decisions based on fear of missing out (FOMO).
    • It often influences consumer behavior, particularly in marketing and sales strategies.