Not so fast! (and not so frugal!): rethinking the recognition heuristic.
The 'fast and frugal' approach to reasoning (Gigerenzer, G., & Todd, P. M. (1999). Simple heuristics that make us smart. New York: Oxford University Press) claims that individuals use non-compensatory strategies in judgment--the idea that only one cue is taken into account in reasoning. The simplest and most important of these heuristics postulates that judgment sometimes relies solely on recognition. However, the studies that have investigated usage of the recognition heuristic have confounded recognition with other cues that could also lead to similar judgments. This paper tests whether mere recognition is actually driving the findings in support of the recognition heuristic. Two studies provide evidence that judgments do not conform to the recognition heuristic when these confounds are accounted for. Implications for the study of simple heuristics are discussed.
Oppenheimer
Daniel M
DM
Department of Psychology, Stanford University, Building 420--Jordan Hall, Stanford, CA 94305, USA. bigopp@psych.stanford.edu
D000293:Adolescent; D000328:Adult; D003071:Cognition; D003657:Decision Making; D005260:Female; D006801:Humans; D008297:Male; D008960:Models, Psychological; D021641:Recognition, Psychology; D013997:Time Factors