How Heuristics And Biases Influence Decision-Making

heuristics and biases influence decision making

Heuristics and biases are often treated as synonymous when they aren’t. Read on to gain a better understanding of heuristics and biases.

What I realized when writing my post on heuristics, though, is that people often treat biases and heuristics as if they are one and the same(1).

The truth, though, is that they are not synonymous. The reason why they are conflated is that it’s difficult to tease them apart in most situations. By treating them as the same, we miss nuances that are important for understanding human decision-making.

Let’s begin with a refresher on what biases and heuristics represent.

What Heuristics And Biases Mean?

Biases, regardless of whether they are hardwired into us due to evolution, learned through socialization or direct experience or a function of genetically influenced traits, represent predispositions to favor a given conclusion over other conclusions. Therefore, biases might be considered the leanings, priorities, and inclinations that influence our decisions(2).

Heuristics are mental shortcuts that allow us to make decisions more quickly, frugally, and/or accurately than if we considered additional information. They are derived from experience and formal learning and are open to continuous updates based on new experiences and information. Therefore, heuristics represent the strategies we employ to filter and attend to information(3).

Related: 3 Key Questions To Ask Yourself To Help Make Any Decision

Heuristics and Biases Examples

Let’s dissect a very simple decision.

You’ve taken a shower, dried off, and gotten dressed. As you go through the motions of your routine, you noticed you’re running low on deodorant. That certainly isn’t a good thing(4)!

If you’re like a lot of people in 2020, you might sit down at your computer, pull up your favorite place to shop online, and simply re-order a three-pack of whatever you use(5). Odds are you didn’t sit down and do hours of research to determine which deodorant you were going to buy. The reason for this is that you started with a preference for a particular brand and type of deodorant.

This preference, which is perhaps a strong one, may have resulted in a bias to maintain the status quo. You rely on heuristics to help identify your deodorant (usually by sight) and you add it to your virtual cart and place your order. In this instance, your bias influenced your preference toward your current deodorant, and your heuristic helped you to identify it. Potential stinkiness crisis averted.

But, since this is 2020, let’s change the scenario up a little bit. You’re still running out of deodorant, but when you sit down to buy it off your preferred Internet shopping site, you find that it’s out of stock. Now the situation is a bit more complicated, and our biases and heuristics will play very different roles in helping us to address the situation.

anchoring bias
How Heuristics And Biases Influence Decision-Making

Related: 7 Strategies For Smarter Decision Making, According to Science

Let’s start by taking the scenario in which you have a strong bias toward maintaining the status quo and ordering the deodorant you have been using.

In that case, you will likely be motivated to make a purchasing decision consistent with your strong bias (i.e., look to purchase it from a different vendor, maintaining the status quo with your deodorant). Thus, in this scenario, you decide to look elsewhere.

Of course, where to look is another decision. You can either choose to conduct an extensive review of sites where your product is available, or you can do what most people would do: check one of the other online stores where you tend to shop. At this step, the availability heuristic is likely to guide your decision, causing you to navigate to an alternative site that quickly comes to mind(6).

men make more extreme choices and decisions than women
How Heuristics And Biases Influence Decision-Making

However, let’s say you don’t have a strong preference toward the brand and type of deodorant you’ve been using. In this instance, the Great Deodorant Crisis may be much less of a crisis because you’re less inclined to stay with the status quo, instead opting to see what else is available at your regular online vendor(7). The weaker your bias toward the status quo, the more likely you are to choose this option.

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Matt Grawitch, Ph.D.

Matthew J. Grawitch currently works at the School for Professional Studies, Saint Louis University. He currently oversees strategic research at the school, teaches courses in evidence-based decision making and leadership, and conducts research on various aspects of decision making, the work-life interface, psychologically healthy workplace, and personality.View Author posts