Fast and Frugal Heuristics

Fast and frugal heuristics are mental shortcuts that help people make quick and efficient decisions using limited information. Instead of analyzing every detail, individuals rely on simple rules or clues that often lead to satisfactory outcomes. For example, when making a choice between two brands, a person might choose the one with better reviews or more visibility. These heuristics are practical for everyday decisions, allowing us to navigate complex choices without extensive deliberation, while still aiming for reasonable effectiveness. They highlight how our brains efficiently balance speed and accuracy in judgment.