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This research aimed at applying the concept of bounded rationality in common medical choices in order to analyse the process by which laypersons make decisions in the field of health. Eighty adults, without a particular disease history were recruited and they were asked to manage both some virtual situations of medical choices and to discuss face to face about their past experiences in medical choices.Three major findings emerged. Firstly, people often use fast and frugal heuristics. In particular, people adopt the rule of the ‘take the best” considering, for each choice, a very limited number of elements to make their decisions. Secondly, the use of heuristics is related with the principle of ecological rationality in which strategies are chosen in connection with the available information of the environmental context. In this context, if “doctor’s advice” as well as “side effects information” are available, they will be always considered because they represent fundamental features of the decision making process. Doctor’s advice is expression of the trust between patient-doctor relationship. Trust is represented by simple and honest signals that the doctor communicates and these signals form an unconscious channel of communication between people. Thirdly, we found that risks associated with treatments are not easy to be conceived by laypersons. It was that people have not in mind a clear definition of the risk implied by medicines and treatment and they show, in average, a scarce interest in risk comprehension.
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