The Heuristic-Analytic Model

The Heuristic-Analytic Model describes how people make decisions using two different thinking processes. The heuristic process is quick and automatic, relying on mental shortcuts or rules of thumb gained through experience. The analytic process is slower and more effortful, involving careful reasoning and evaluation of information. When faced with a decision, individuals often start with heuristics for efficiency but switch to analytic thinking if the situation is complex or uncertain. This model helps explain why people sometimes make quick judgments and other times take more time to analyze options thoroughly.