The recognition heuristic: fast and frugal, but not as simple as it seems

Abstract

Two experiments examine the use of the recognition heuristic which states that, in the absence of other information, individuals make judgments on the basis on recognition alone.This has been shown to be adaptive (Borges, Goldstein, Ortmann & Gigerenzer, 1999) and in Experiment 1 we demonstrate that the heuristic is reliably employed when participants are placed under time pressure.Experiment 2 considers a possible confound of the adaptive recognition heuristic with a less-adaptive recognition-preference strategy and shows that both may be employed but that the recognition-preference strategy is not sufficient to account for the recognition heuristic.We discuss the implications of our results for the recognition heuristic and the rest of the adaptive toolbox (Gigerenzer & Todd, 1999).

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