Heuristic

A heuristic is a device for solving a problem based upon experience or a rule of thumb. Heuristics enable people to apply general rules or frameworks to problems without having to solve equations or reason through an entire problem. Heuristics may yield less precise—and occasionally incorrect—solutions to problems, but save time and may yield answers that approximate the correct answer.

Heuristics in Psychology
Many evolutionary theorists have argued that humans are born with innate heuristic devices that enable them to solve problems they are likely to encounter in the world. Daniel Kahneman has argued that heuristics are actually attempts at replacing a complex problem with a simpler problem. Kahneman and Frederick call this process attribute substitution. This process is common in the diagnosis of health conditions, particularly mental health conditions. For example, a therapist might ask him or herself, “What common illnesses is this client having symptoms of?” rather than applying rigid scientific criteria and not proceeding with treatment until all possible causes are ruled out.

Well-Known Heuristics
Evolutionary theorists have posted several potential heuristic devices that people seem to use in decision-making. These include:

• Effort Heuristic – the belief that something is worth the amount of effort required to create it. For example, a person might value a gift of $50 dollars less than $50 they had to work for, and therefore might be more inclined to spend the gift.
• Affect Heuristic – The tendency to allow emotions to influence decision-making. For example, a woman is more likely to leave her husband because she is angry, and may believe that she is angry because she is with her husband.
• Escalating Commitment – The tendency to continue to escalate one’s commitment to something, even in spite of evidence that the strategy is not working. Buying something for more than it is worth at an auction is an example of such a practice.

References:

1. Colman, A. M. (2006). Oxford dictionary of psychology. New York, NY: Oxford University Press.
2. Kahneman, Daniel. “Maps of Bounded Rationality: Psychology for Behavioral Economics.”American Economic Review 93.5 (2003): 1449-475. Print.
3. Neal, Nicole. “Decision Making Heuristics.” N.p., n.d. Web. 14 Sept. 2012. <http://faculty.mercer.edu/spears_a/studentpages/heuristics/webpage.html>.

Last Updated: 08-21-2015