Fast and Frugal Heuristics
Fast & Frugal heuristics is a term used to describe the type of judgements mad by an individual who employs heuristics or shortcuts in decision making.
There are a wide range of heuristics which research within the literature argues individuals employ when making judgements i.e. recognition, take the best, take the last and minimlaising heuristics to name 4 of many more. Research in particular such as Goldstein and Gigerenzer (1996) has shown individuals under certain conditions employ differing heuristics. For example a more recent study conducted by Goldstein and Gigerenzer (2002) showed that recognition heuristic was employed when a group of American students were presented with a list of pairs of German cities and asked to decide which city out of the pair had the larger population. This study revealed that individuals used cues to make rational inferences based on a limited knowledge of the city.
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