What are heuristics?

Heuristics are 'mental shortcuts' or simple decision rules that the mind uses to deal with problems when it does not have the resources to solve them accurately (Kahneman, D. & Tversky, A., 1974).

Mental shortcuts to reduce cognitive effort

💡 These strategies shorten decision-making time and allow people to function without having to constantly stop and think about their next course of action.

💡 Heuristics are useful in many situations, but they can also lead to cognitive biases.

An example

You are at the supermarket to buy a shower soap. Which soap do you buy? You might compare many attributes of different brands. But, one in particular is the one you notice. This brand is the one your grandmother used when you were little. Surely it has to be a good product, as this will be your final purchase.

This is a mental shortcut in action: the brand is a vehicle for image and values that help guide our decisions, making it easier for us to choose by thinking about the brand rather than comparing all the soaps one by one.

Silvia Cottone

Behavioral Science Consultant

& Worldwide Keynote Speaker

---

Kahneman, D., Tversky, A. (1974). Judgment Under Uncertainty: Heuristics and Biases.