Heuristic-Attribute Model

The Heuristic-Attribute Model explains how people make decisions by using mental shortcuts, or "heuristics," based on specific features, or "attributes," of options. When choosing, individuals often quickly evaluate key attributes and rely on simple rules—like "pick the option with the best price" or "choose the most popular." This approach helps simplify complex decisions, saving time and mental effort. However, it can also lead to biases or less optimal choices if the shortcuts don't fully capture all important factors. Overall, it describes a practical way people navigate choices efficiently using cues they consider most relevant.