shortcuts to problem solving rules of thumb educated guesses

• Bipolar Disorder
• Therapy Center
• When To See a Therapist
• Types of Therapy
• Best Online Therapy
• Best Couples Therapy
• Managing Stress
• Sleep and Dreaming
• Understanding Emotions
• Self-Improvement
• Healthy Relationships
• Student Resources
• Personality Types
• Guided Meditations
• Verywell Mind Insights
• 2024 Verywell Mind 25
• Mental Health in the Classroom
• Editorial Process
• Meet Our Review Board
• Crisis Support

What Are Heuristics?

These mental shortcuts lead to fast decisions—and biased thinking

Kendra Cherry, MS, is a psychosocial rehabilitation specialist, psychology educator, and author of the "Everything Psychology Book."

Steven Gans, MD is board-certified in psychiatry and is an active supervisor, teacher, and mentor at Massachusetts General Hospital.

Verywell / Cindy Chung 

• History and Origins
• Heuristics vs. Algorithms
• Heuristics and Bias

How to Make Better Decisions

If you need to make a quick decision, there's a good chance you'll rely on a heuristic to come up with a speedy solution. Heuristics are mental shortcuts that allow people to solve problems and make judgments quickly and efficiently. Common types of heuristics rely on availability, representativeness, familiarity, anchoring effects, mood, scarcity, and trial-and-error.

Think of these as mental "rule-of-thumb" strategies that shorten decision-making time. Such shortcuts allow us to function without constantly stopping to think about our next course of action.

However, heuristics have both benefits and drawbacks. These strategies can be handy in many situations but can also lead to  cognitive biases . Becoming aware of this might help you make better and more accurate decisions.

Press Play for Advice On Making Decisions

Hosted by therapist Amy Morin, LCSW, this episode of The Verywell Mind Podcast shares a simple way to make a tough decision. Click below to listen now.

Follow Now : Apple Podcasts / Spotify / Google Podcasts

History of the Research on Heuristics

Nobel-prize winning economist and cognitive psychologist Herbert Simon originally introduced the concept of heuristics in psychology in the 1950s. He suggested that while people strive to make rational choices, human judgment is subject to cognitive limitations. Purely rational decisions would involve weighing every alternative's potential costs and possible benefits.

However, people are limited by the amount of time they have to make a choice and the amount of information they have at their disposal. Other factors, such as overall intelligence and accuracy of perceptions, also influence the decision-making process.

In the 1970s, psychologists Amos Tversky and Daniel Kahneman presented their research on cognitive biases. They proposed that these biases influence how people think and make judgments.

Because of these limitations, we must rely on mental shortcuts to help us make sense of the world.

Simon's research demonstrated that humans were limited in their ability to make rational decisions, but it was Tversky and Kahneman's work that introduced the study of heuristics and the specific ways of thinking that people rely on to simplify the decision-making process.

How Heuristics Are Used

Heuristics play important roles in both  problem-solving  and  decision-making , as we often turn to these mental shortcuts when we need a quick solution.

Here are a few different theories from psychologists about why we rely on heuristics.

• Attribute substitution : People substitute simpler but related questions in place of more complex and difficult questions.
• Effort reduction : People use heuristics as a type of cognitive laziness to reduce the mental effort required to make choices and decisions.
• Fast and frugal : People use heuristics because they can be fast and correct in certain contexts. Some theories argue that heuristics are actually more accurate than they are biased.

In order to cope with the tremendous amount of information we encounter and to speed up the decision-making process, our brains rely on these mental strategies to simplify things so we don't have to spend endless amounts of time analyzing every detail.

You probably make hundreds or even thousands of decisions every day. What should you have for breakfast? What should you wear today? Should you drive or take the bus? Fortunately, heuristics allow you to make such decisions with relative ease and without a great deal of agonizing.

There are many heuristics examples in everyday life. When trying to decide if you should drive or ride the bus to work, for instance, you might remember that there is road construction along the bus route. You realize that this might slow the bus and cause you to be late for work. So you leave earlier and drive to work on an alternate route.

Heuristics allow you to think through the possible outcomes quickly and arrive at a solution.

Are Heuristics Good or Bad?

Heuristics aren't inherently good or bad, but there are pros and cons to using them to make decisions. While they can help us figure out a solution to a problem faster, they can also lead to inaccurate judgments about others or situations. Understanding these pros and cons may help you better use heuristics to make better decisions.

Types of Heuristics

There are many different kinds of heuristics. While each type plays a role in decision-making, they occur during different contexts. Understanding the types can help you better understand which one you are using and when.

Availability

The availability heuristic  involves making decisions based upon how easy it is to bring something to mind. When you are trying to make a decision, you might quickly remember a number of relevant examples.

Since these are more readily available in your memory, you will likely judge these outcomes as being more common or frequently occurring.

For example, imagine you are planning to fly somewhere on vacation. As you are preparing for your trip, you might start to think of a number of recent airline accidents. You might feel like air travel is too dangerous and decide to travel by car instead. Because those examples of air disasters came to mind so easily, the availability heuristic leads you to think that plane crashes are more common than they really are.

Familiarity

The familiarity heuristic refers to how people tend to have more favorable opinions of things, people, or places they've experienced before as opposed to new ones. In fact, given two options, people may choose something they're more familiar with even if the new option provides more benefits.

Representativeness

The representativeness heuristic  involves making a decision by comparing the present situation to the most representative mental prototype. When you are trying to decide if someone is trustworthy, you might compare aspects of the individual to other mental examples you hold.

A soft-spoken older woman might remind you of your grandmother, so you might immediately assume she is kind, gentle, and trustworthy. However, this is an example of a heuristic bias, as you can't know someone trustworthy based on their age alone.

The affect heuristic involves making choices that are influenced by an individual's emotions at that moment. For example, research has shown that people are more likely to see decisions as having benefits and lower risks when in a positive mood.

Negative emotions, on the other hand, lead people to focus on the potential downsides of a decision rather than the possible benefits.

The anchoring bias involves the tendency to be overly influenced by the first bit of information we hear or learn. This can make it more difficult to consider other factors and lead to poor choices. For example, anchoring bias can influence how much you are willing to pay for something, causing you to jump at the first offer without shopping around for a better deal.

Scarcity is a heuristic principle in which we view things that are scarce or less available to us as inherently more valuable. Marketers often use the scarcity heuristic to influence people to buy certain products. This is why you'll often see signs that advertise "limited time only," or that tell you to "get yours while supplies last."

Trial and Error

Trial and error is another type of heuristic in which people use a number of different strategies to solve something until they find what works. Examples of this type of heuristic are evident in everyday life.

People use trial and error when playing video games, finding the fastest driving route to work, or learning to ride a bike (or any new skill).

Difference Between Heuristics and Algorithms

Though the terms are often confused, heuristics and algorithms are two distinct terms in psychology.

Algorithms are step-by-step instructions that lead to predictable, reliable outcomes, whereas heuristics are mental shortcuts that are basically best guesses. Algorithms always lead to accurate outcomes, whereas, heuristics do not.

Examples of algorithms include instructions for how to put together a piece of furniture or a recipe for cooking a certain dish. Health professionals also create algorithms or processes to follow in order to determine what type of treatment to use on a patient.

How Heuristics Can Lead to Bias

Heuristics can certainly help us solve problems and speed up our decision-making process, but that doesn't mean they are always a good thing. They can also introduce errors, bias, and irrational decision-making. As in the examples above, heuristics can lead to inaccurate judgments about how commonly things occur and how representative certain things may be.

Just because something has worked in the past does not mean that it will work again, and relying on a heuristic can make it difficult to see alternative solutions or come up with new ideas.

Heuristics can also contribute to stereotypes and  prejudice . Because people use mental shortcuts to classify and categorize people, they often overlook more relevant information and create stereotyped categorizations that are not in tune with reality.

While heuristics can be a useful tool, there are ways you can improve your decision-making and avoid cognitive bias at the same time.

We are more likely to make an error in judgment if we are trying to make a decision quickly or are under pressure to do so. Taking a little more time to make a decision can help you see things more clearly—and make better choices.

Whenever possible, take a few deep breaths and do something to distract yourself from the decision at hand. When you return to it, you may find a fresh perspective or notice something you didn't before.

Identify the Goal

We tend to focus automatically on what works for us and make decisions that serve our best interest. But take a moment to know what you're trying to achieve. Consider some of the following questions:

• Are there other people who will be affected by this decision?
• What's best for them?
• Is there a common goal that can be achieved that will serve all parties?

Thinking through these questions can help you figure out your goals and the impact that these decisions may have.

Process Your Emotions

Fast decision-making is often influenced by emotions from past experiences that bubble to the surface. Anger, sadness, love, and other powerful feelings can sometimes lead us to decisions we might not otherwise make.

Is your decision based on facts or emotions? While emotions can be helpful, they may affect decisions in a negative way if they prevent us from seeing the full picture.

Recognize All-or-Nothing Thinking

When making a decision, it's a common tendency to believe you have to pick a single, well-defined path, and there's no going back. In reality, this often isn't the case.

Sometimes there are compromises involving two choices, or a third or fourth option that we didn't even think of at first. Try to recognize the nuances and possibilities of all choices involved, instead of using all-or-nothing thinking .

Heuristics are common and often useful. We need this type of decision-making strategy to help reduce cognitive load and speed up many of the small, everyday choices we must make as we live, work, and interact with others.

But it pays to remember that heuristics can also be flawed and lead to irrational choices if we rely too heavily on them. If you are making a big decision, give yourself a little extra time to consider your options and try to consider the situation from someone else's perspective. Thinking things through a bit instead of relying on your mental shortcuts can help ensure you're making the right choice.

Vlaev I. Local choices: Rationality and the contextuality of decision-making .  Brain Sci . 2018;8(1):8. doi:10.3390/brainsci8010008

Hjeij M, Vilks A. A brief history of heuristics: how did research on heuristics evolve? Humanit Soc Sci Commun . 2023;10(1):64. doi:10.1057/s41599-023-01542-z

Brighton H, Gigerenzer G. Homo heuristicus: Less-is-more effects in adaptive cognition .  Malays J Med Sci . 2012;19(4):6-16.

Schwartz PH. Comparative risk: Good or bad heuristic?   Am J Bioeth . 2016;16(5):20-22. doi:10.1080/15265161.2016.1159765

Schwikert SR, Curran T. Familiarity and recollection in heuristic decision making .  J Exp Psychol Gen . 2014;143(6):2341-2365. doi:10.1037/xge0000024

AlKhars M, Evangelopoulos N, Pavur R, Kulkarni S. Cognitive biases resulting from the representativeness heuristic in operations management: an experimental investigation .  Psychol Res Behav Manag . 2019;12:263-276. doi:10.2147/PRBM.S193092

Finucane M, Alhakami A, Slovic P, Johnson S. The affect heuristic in judgments of risks and benefits . J Behav Decis Mak . 2000; 13(1):1-17. doi:10.1002/(SICI)1099-0771(200001/03)13:1<1::AID-BDM333>3.0.CO;2-S

Teovanović P. Individual differences in anchoring effect: Evidence for the role of insufficient adjustment .  Eur J Psychol . 2019;15(1):8-24. doi:10.5964/ejop.v15i1.1691

Cheung TT, Kroese FM, Fennis BM, De Ridder DT. Put a limit on it: The protective effects of scarcity heuristics when self-control is low . Health Psychol Open . 2015;2(2):2055102915615046. doi:10.1177/2055102915615046

Mohr H, Zwosta K, Markovic D, Bitzer S, Wolfensteller U, Ruge H. Deterministic response strategies in a trial-and-error learning task . Inman C, ed. PLoS Comput Biol. 2018;14(11):e1006621. doi:10.1371/journal.pcbi.1006621

Grote T, Berens P. On the ethics of algorithmic decision-making in healthcare .  J Med Ethics . 2020;46(3):205-211. doi:10.1136/medethics-2019-105586

Bigler RS, Clark C. The inherence heuristic: A key theoretical addition to understanding social stereotyping and prejudice. Behav Brain Sci . 2014;37(5):483-4. doi:10.1017/S0140525X1300366X

del Campo C, Pauser S, Steiner E, et al.  Decision making styles and the use of heuristics in decision making .  J Bus Econ.  2016;86:389–412. doi:10.1007/s11573-016-0811-y

Marewski JN, Gigerenzer G. Heuristic decision making in medicine .  Dialogues Clin Neurosci . 2012;14(1):77-89. doi:10.31887/DCNS.2012.14.1/jmarewski

Zheng Y, Yang Z, Jin C, Qi Y, Liu X. The influence of emotion on fairness-related decision making: A critical review of theories and evidence .  Front Psychol . 2017;8:1592. doi:10.3389/fpsyg.2017.01592

By Kendra Cherry, MSEd Kendra Cherry, MS, is a psychosocial rehabilitation specialist, psychology educator, and author of the "Everything Psychology Book."

Explore Psychology

Psychology Articles, Study Guides, and Resources

Types of Heuristics in Psychology

When you are trying to solve a problem or make a decision, you don’t always have time to examine every possible answer or possibility. Sometimes, you have to rely on the information you already have to make the best guess or estimate in a limited amount of time. This is an example of using heuristics,…

When you are trying to solve a problem or make a decision, you don’t always have time to examine every possible answer or possibility. Sometimes, you have to rely on the information you already have to make the best guess or estimate in a limited amount of time.

This is an example of using heuristics, or mental ‘rules of thumb,’ that help you make choices quickly and easily. 

There are many different ways to solve problems, but some take more time than others. Heuristics can be thought of as mental shortcuts that often help us make educated guesses.

Definition : A heuristic in psychology refers to a mental shortcut or rule of thumb that helps individuals make decisions or solve problems more efficiently. It is a cognitive strategy that allows us to simplify complex information and make judgments quickly. 

In this article

3 Key Types of Heuristics

There are several different types of heuristics that we commonly use in our everyday lives. 

Availability Heuristic

This heuristic involves making judgments based on the ease with which examples or instances come to mind. For example, if we can easily recall instances of successful outcomes from a particular option, we are more likely to choose it. 

Representativeness Heuristic

This heuristic involves making judgments based on how well an object or event matches a particular prototype or stereotype. For example, if someone fits our mental image of a successful entrepreneur, we may assume they are more likely to be successful. 

Anchoring and Adjustment Heuristic

The anchoring and adjustment heuristic heuristic involves starting with an initial anchor or reference point and then adjusting our judgment based on additional information. For example, when negotiating a price, we may start with a high anchor and then adjust downward based on the seller’s counteroffer. 

Why We Use Different Types of Heuristics

We don’t always have the time–or the resources–to consider every possible option for every decision we make. People make hundreds of decisions each day. If we had to meticulously use trial and error or other methods to make each choice, we’d never get anything done.

Heuristics are often used when we don’t have the time or resources to gather all the necessary information for a decision.

Of course, heuristics aren’t perfect. They can also be biased and may lead to inaccurate decisions. Despite their limitations, heuristics are valuable because they allow us to make decisions quickly and with minimal effort. 

There are different types of heuristics that individuals use in various situations. Some common types include availability heuristics, representativeness heuristics, and anchoring and adjustment heuristics. 

Each type of heuristic has its own set of characteristics and biases. Understanding heuristics is important because they can contribute to cognitive biases, which are systematic errors in thinking. By recognizing these biases, we can become more aware of our decision-making processes and make more informed choices. 

How Were These Types of Heuristics Discovered? 

While we may like to believe that our choices are rooted in rationality and logic, psychologists have shown that there are certain patterns that tend to dictate how we solve the problems we face. During the 1970s, [sychologists Amos Tversky and Daniel Kahneman conducted groundbreaking studies on how people make judgments in the face of uncertainty.

Their work challenged the traditional view that humans always make rational choices based on complete information. 

Tversky and Kahneman suggested that heuristics are mental shortcuts that individuals use to simplify complex problems and make judgments quickly. They identified several common heuristics, such as the availability heuristic, which involves making judgments based on how easily examples come to mind, and the representativeness heuristic, which involves making judgments based on how closely something resembles a typical example. 

This research provided valuable insights into the limitations and biases associated with heuristics. They showed that heuristics can lead to systematic errors in thinking known as cognitive biases . 

How We Use Different Types of Heuristics to Make Decisions?

Heuristics are an inextricable part of our daily lives, even though we are rarely aware of them. In decisions both large and small, we use heuristics to help narrow down our choices and determine which option is right for us, often based on very limited information. 

For example, the availability heuristic helps us make decisions based on the ease with which examples come to mind. If we can easily recall instances of successful outcomes from a particular option, we are more likely to choose it. 

Heuristics also aid in problem-solving by providing shortcuts to finding solutions. Instead of exhaustively analyzing every possible solution, heuristics allow us to quickly identify potential options based on past experiences or general rules of thumb. This can save time and mental effort, especially when we need to act quickly.

Advertisers often employ heuristics to create persuasive messages that appeal to consumers’ cognitive biases. By framing information in a certain way or using social proof, they can influence our decision-making and encourage specific actions. 

Examples of Types of Heuristics 

There are examples of heuristics all around us. Examining some of these examples can help give greater insight into how they shape our thinking and influence our choices. 

• For example, imagine that you are going to be flying to another country for vacation. In the weeks before your flight, you find yourself recalling numerous news stories of plane crashes. Because these examples spring to mind so readily, you may overestimate the likelihood that a plane crash will occur. This is an example of the availability heuristic.
• Or imagine you deciding who to vote for in an upcoming election. You might look at the candidates and pick one based on your expectations about good leadership traits. Basing your decision on how well the candidate fits your expectations rather than on their voting record or policy platform is an example of the representativeness heuristic.
• Or imagine that you are thinking about buying a new house. You look at the list price, and then use that number as an ‘anchor’ to base your offer on. It may not necessarily indicate what the house is worth or what other similar houses are going for, but you’re still likely to use that initial number as a reference point for all future negotiations. 

These examples highlight how heuristics can simplify decision-making but also demonstrate their potential limitations. By recognizing these heuristics in action, we can become more aware of their influence and make more informed choices. 

Heuristics vs. Other Decision-Making Strategies 

Heuristics are just one of the many strategies people utilize to make decisions. We may be more likely to rely on heuristics when:

• When need to make decisions quickly
• When we don’t have the cognitive resources to use other strategies
• When we have relevant past experience

It is important to note that heuristics and other decision-making strategies are not mutually exclusive. In fact, individuals often use a combination of heuristics and other strategies depending on the context and the specific decision at hand. 

Understanding the differences between heuristics and other decision-making strategies can help individuals become more aware of their decision-making processes and make more informed choices. By recognizing the strengths and limitations of each approach, individuals can develop a more balanced and effective decision-making toolkit.

Using Different Types of Heuristics to Make Better Decisions

Using various types of heuristics can be a valuable tool for making better decisions. By understanding how heuristics work and being aware of their potential biases, individuals can harness the power of heuristics to improve their decision-making processes. 

• Recognize when they are appropriate . Heuristics are particularly useful when time is limited or when there is a lack of information. Mental shortcuts can help individuals make quick and efficient decisions in these cases. 
• Combine them with other decision-making strategies . While heuristics provide shortcuts, they are not foolproof and can lead to cognitive biases. By incorporating other strategies such as weighing pros and cons or conducting research, individuals can mitigate the potential biases associated with heuristics. 
• Be aware of the specific heuristics being used and their potential limitations . Different types of heuristics, such as availability heuristics or representativeness heuristics, have their own biases and may not always lead to accurate judgments. 

By understanding these biases, individuals can make more informed decisions and avoid common pitfalls. In conclusion, heuristics can be a powerful tool for making better decisions. Recognizing when to use them, combining them with other strategies, and being aware of their limitations can help you make better decisions.

Bobadilla-Suarez, S., & Love, B. C. (2018). Fast or frugal, but not both: Decision heuristics under time pressure . Journal of Experimental Psychology: Learning, Memory, and Cognition , 44(1), 24–33. https://doi.org/10.1037/xlm0000419

Lindström, B., Jangard, S., Selbing, I., & Olsson, A. (2018). The role of a “common is moral” heuristic in the stability and change of moral norms . Journal of Experimental Psychology: General , 147(2), 228–242. https://doi.org/10.1037/xge0000365

Explore Psychology covers psychology topics to help people better understand the human mind and behavior. Our team covers studies and trends in the modern world of psychology and well-being.

Related Articles:

What’s the Typical Attention Span by Age?

Attention span refers to a person’s ability to attend to something for a period of time. The amount of time you are able to focus can vary from one individual to the next. You individual attention span can be affected by things like practice, personality, cognitive resources, mental health conditions, and your age. So what…

What Is the Fundamental Attribution Error in Psychology?

The fundamental attribution error is a type of cognitive bias that leads people to overemphasize personality and underemphasize situational factors.

How to Make Better Decisions: 4 Science-Backed Tips

All of us make bad decisions from time to time. The judgments and choices you make each day, no matter how big or how small, are all influenced by a wide variety of biases, prejudices, emotions, errors, mental short-cuts, and oversimplifications. With so many factors, it is important to learn how to make better decisions….

8 Different Types of Intelligence (and What They Excel At)

Psychologist Howard Gardner suggested that there are eight different types of intelligence. Gardner’s theory of multiple intelligences redefines how we understand intelligence, emphasizing diverse cognitive abilities beyond traditional IQ. This article explores Gardner’s theory and how it compares to other theories. It also discusses the characteristics of each of the different types of intelligence. Key…

What Is the Projection Bias?

The projection bias is a type of cognitive bias that involves overestimating the degree to which other people agree with us. People tend to assume that others think, feel, believe, and behave much like they do. They assume that their way of thinking about something or doing things is typical, and therefore other normal people…

What Is Self-Serving Bias? Examples and Definition

The self-serving bias involves taking credit for our success but blaming others for our failures. It’s why we might boast about our talents and hard work when things go our way but focus on external, situational factors when we don’t live up to expectations. For example, it’s why you might attribute your good score on…