title: Memory-Based Simple Heuristics as Attribute Substitution: Competitive Tests of Binary Choice Inference Models.
abstract: Some researchers on binary choice inference have argued that people make inferences based on simple heuristics, such as recognition, fluency, or familiarity. Others have argued that people make inferences based on available knowledge. To examine the boundary between heuristic and knowledge usage, we examine binary choice inference processes in terms of attribute substitution in heuristic use (Kahneman & Frederick, 2005). In this framework, it is predicted that people will rely on heuristic or knowledge-based inference depending on the subjective difficulty of the inference task. We conducted competitive tests of binary choice inference models representing simple heuristics (fluency and familiarity heuristics) and knowledge-based inference models. We found that a simple heuristic model (especially a familiarity heuristic model) explained inference patterns for subjectively difficult inference tasks, and that a knowledge-based inference model explained subjectively easy inference tasks. These results were consistent with the predictions of the attribute substitution framework. Issues on usage of simple heuristics and psychological processes are discussed.
authors.affiliation: Graduate School of Arts and Sciences, The University of Tokyo.
authors.forename: Hidehito
authors.initials: H
authors.lastname: Honda
authors.affiliation: Department of Cognitive and Information Science, Chiba University.
authors.forename: Toshihiko
authors.initials: T
authors.lastname: Matsuka
authors.affiliation: Graduate School of Arts and Sciences, The University of Tokyo.|CREST, Japan Science and Technology Agency.
authors.forename: Kazuhiro
authors.initials: K
authors.lastname: Ueda
mesh_terms: D002755:Choice Behavior / Q000502:physiology*; D005260:Female; D006801:Humans; D007600:Judgment / Q000502:physiology; D019359:Knowledge; D008297:Male; D008568:Memory / Q000502:physiology; D008960:Models, Psychological; D009483:Neuropsychological Tests; D011930:Reaction Time / Q000502:physiology; D021641:Recognition, Psychology / Q000502:physiology*; D055815:Young Adult
keywords: Attribute substitution; Binary choice inference; Knowledge-based inference; The familiarity heuristic; The fluency heuristic; The recognition heuristic