Heuristics: Definition, Examples, and How They Work

Heuristics are mental shortcuts that allow people to solve problems and make judgments quickly and efficiently. These rule-of-thumb strategies shorten decision-making time and allow people to function without constantly stopping to think about their next course of action.

The History and Origins of Heuristics

• Nobel-prize winning economist and cognitive psychologist Herbert Simon originally introduced the concept of heuristics in psychology in the 1950s.

• During the 1970s, psychologists Amos Tversky and Daniel Kahneman presented their research on cognitive biases. They proposed that these biases influence how people think and the judgments people make.

How Heuristics Are Used

• Heuristics play important roles in both problem-solving and decision-making, as we often turn to these mental shortcuts when we need a quick solution.

• Some theories argue that heuristics are actually more accurate than they are biased.

Types of Heuristics

• Availability: Making decisions based on how easy it is to bring something to mind.

• Familiarity: People tend to have more favorable opinions of things, people, or places they've experienced before as opposed to new ones.

• Representativeness: Making a decision by comparing the present situation to the most representative mental prototype.

• Affect: Making choices that are influenced by the emotions that an individual is experiencing at that moment.

• Anchoring: The tendency to be overly influenced by the first bit of information we hear or learn.

• Scarcity: We view things that are scarce or less available to us as inherently more valuable.

• Trial and Error: Using a number of different strategies to solve something until they find what works.

Difference Between Heuristics and Algorithms

• Algorithms are step-by-step instructions that lead to predictable, reliable outcomes; whereas heuristics are mental shortcuts that are basically best guesses.

• Algorithms always lead to accurate outcomes, whereas, heuristics do not.

How Heuristics Can Lead to Bias

• Heuristics can lead to inaccurate judgments about how commonly things occur and about how representative certain things may be.

• Heuristics can also contribute to stereotypes and prejudice.

How to Make Better Decisions

• Slow down and take a few deep breaths.

• Identify the goal and consider other people who will be affected by the decision.

• Process your emotions and recognize all-or-nothing thinking.