The Effort Heuristic

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Decision-Making and Behavioral Economics Psychology of Social Influence Aesthetic Perception and Analysis

Abstract

The research presented here suggests that effort is used as a heuristic for quality. Participants rating a poem (Experiment 1), a painting (Experiment 2), or a suit of armor (Experiment 3) provided higher ratings of quality, value, and liking for the work the more time and effort they thought it took to produce. Experiment 3 showed that the use of the effort heuristic, as with all heuristics, is moderated by ambiguity: Participants were more influenced by effort when the quality of the object being evaluated was difficult to ascertain. Discussion centers on the implications of the effort heuristic for everyday judgment and decision-making.

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References

1975Judgment under Uncertainty: Heuristics and Biases 2017A Theory of Cognitive Dissonance 1973Availability: A heuristic for judging frequency and probability 1972Self-Perception Theory 2004Heuristics and Biases: The Psychology of Intuitive Judgment 2002Representativeness Revisited: Attribute Substitution in Intuitive Judgment 1971Belief in the law of small numbers.2002The Affect Heuristic

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2012The Role of the Self in Perspective-Taking and Empathy: Ease of Self-Simulation as a Heuristic for Inferring Empathic Feelings 2004Italian and French teachers faced with pupil’s Academic Failure: The “Norm of Effort”2011Consumer Response to Versioning: How Brands’ Production Methods Affect Perceptions of Unfairness 2015Fresh from the tree: Implied motion improves food evaluation 2020Working Longer but Not Harder: The Effects of Incentivizing Inputs versus Outputs in a Heterogeneous Workforce 2007Superfluous Choices and the Persistence of Preference

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