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Fast and frugal heuristics: What about unfriendly environments?

Published online by Cambridge University Press:  09 April 2001

James Shanteau  and
Rickey P. Thomas
James Shanteau
Affiliation:
Department of Psychology, Kansas State University, Manhattan, KS 66506-5302 {shanteau; thomas}@ksu.edu www.ksu.edu/isbr/shanteau.htm
Rickey P. Thomas
Affiliation:
Department of Psychology, Kansas State University, Manhattan, KS 66506-5302 {shanteau; thomas}@ksu.edu www.ksu.edu/isbr/shanteau.htm
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Abstract

Simple heuristics that make us smart offers an impressive compilation of work that demonstrates fast and frugal (one-reason) heuristics can be simple, adaptive, and accurate. However, many decision environments differ from those explored in the book. We conducted a Monte Carlo simulation that shows one-reason strategies are accurate in “friendly” environments, but less accurate in “unfriendly” environments characterized by negative cue intercorrelations, that is, tradeoffs.

Type
Open Peer Commentary
Information
Behavioral and Brain Sciences , Volume 23 , Issue 5 , October 2000 , pp. 762 - 763
Copyright
© 2000 Cambridge University Press

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