Poliheuristic theory (PH) bridges the gap between cognitive and rational theories of decision making. PH postulates a two-stage decision process. During the first stage, the set of possible options is reduced by applying a “noncompensatory principle” to eliminate any alternative with an unacceptable return on a critical, typically political, decision dimension. Once the choice set has been reduced to alternatives that are acceptable to the decision maker, the process moves to a second stage, during which the decision maker uses more analytic processing in an attempt to minimize risks and maximize benefits. In this article, the author applies poliheuristic theory to individual, sequential, and interactive decision settings. Subsequent articles in this issue offer theoretical extensions and multiple tests of the theory using multiple methods (formal, statistical, experimental).
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