What is Heuristics?
Heuristics are mental shortcuts that on while taking a decision. They are mainly short term thumb rules. In the 1970s, two researchers namely Amos Tversky and a theory on cognitive biases. They believed that heuristics create a sense of deviation from logic, probability, and rationality. They both believed that heuristics can sway peoples judgment capacity and influence decisions thus made. Though, the heuristics shorten the time of judgment and decision making for people. It becomes justified to some extent due to their thumb rule for example all flowers smell good so use any for the decoration. There can be some flowers that have no fragrance at all. Heuristics have a significant impact on decision making and judgments. While going through difficulty in deciding which alternative would be better for solving a problem, people mostly rely on these mental shortcuts for a fast resolution. Effort reduction: heuristics reduce the effort required in problem-solving leading to cognitive laziness in people. People dont think much and just make decisions based on the available heuristics.

Heuristics sometimes help in making fast decisions for example one has to travel on a high traffic road at to a congested market area, the heuristic available is that the road is congested and better to go on a two-wheeler than a car as two-wheeler gets easy parking. Heuristics help in making decisions swiftly and solve with good judgment of all the probabilities.

Types of Heuristics:
Availability Heuristic it is the probability of an event to occur which leads to ideas come to mind while making a decision. When people judge the probability of an event to occur based on its frequency, they use the availability heuristic in making their decisions. For example you plan to go to a movie by bunking a strict professors class. The decision will be made based on how frequently the professor comes to class. If for the past week, the professor only gave one class out of six, the availability heuristic will make you bunk the class easily. The judgment made is he isnt coming to class. The decision can be easily made to bunk the class.

 

Representative heuristic – This a judgment on the highest probability of the situation being similar to the most representative situation. A situation or decision has the highest representativeness for being similar to the most representative situation to be categorized as a representative heuristic. The prototype situation used for comparison has to be representative enough. For example you meet someone wearing a white coat in a market, you assume that the person is a doctor because all doctors wear a white coat. Whitecoat is a representative heuristic of the doctor profession category. But when we form a decision based on a representative heuristic, there is a high probability of making errors by miscalculating the decision. Sometimes, there is an overestimation of an occurrence of an event and judging it based on a representative heuristic.

 

Affect Heuristic – Affect Heuristic makes the probability of deciding based on the emotions related to that situation. The messages made for campaigns are mainly affecting heuristics because they raise the probability of creating the target emotion. For example an ad for a home bakery will show a grandmother baking cake. The feelings related to the grandmother will give the advertisement a homely feeling and arouse the emotions people have for their grandmothers. It will have a positive effect on the image of the product. People will judge the bakery based on its advertisement. They will associate homely and positive emotions with it. Heuristics can create cognitive bias. They can fasten the decision-making process but increase the probability of errors and bias in decisions. It can lead to faulty judgments. People sometimes neglect the actual information because it would lead to a longer time in decision making. Cognitive bias is a way of the brain simplifying the available information so that the judgment can be made easily. But the small biases can influence decision making and affect the perception of the problem.

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