Week 3 Flashcards
(28 cards)
What are heuristics?
Heuristics are simple rules of thumb that guide our behavior
3 characteristics of heuristics
- They are triggered by external stimuli that require you to evaluate something or make a decision
- The heuristics replaces the original question with a simpler one that is easier to answer: they simplify reality
- Heuristics are adaptive, which means that they help you to respond effectively to a situation, in a way that will lead to a correct decision in most cases
Representativeness heuristic
We base our evaluations of objects, people or events on how representative they are of a certain prototype / how much they resemble a typical example
It helps to asses probabilities
“If A resembles B, is must be related to B”
COGNITIVE
Availability heuristic
If you can easily remember a certain object, event or behaviour, you probably think that it is more common than it really is
It helps us to assess frequencies
COGNITIVE
Anchoring and adjustment heuristic
The first thing (number) you see, is called the anchor. You adjust subsequent judgements based on this anchor.
An anchor value is most influential when it is active in our working memory as we are making our assessment
Even happens when you are presented with figures utterly irrelevant to the matter in hand
COGNITIVE
Affect heuristic
We are led by our feelings rather than thorough consideration of the pros and cons of particular options
If we feel positive about X, then it must have more pros than cons
COGNITIVE
More-is-better heuristic
If there is more of something, it must be better –> if something is more expensive, it must be of better quality
COGNITIVE
Content framing
The content of the message is tailored to the target group, only certain aspects are focused on; those aspects are made more salient in the message
Gain framing
- Positive phrasing
- More effective when risk of behavior is low –> risk avoidance
- Behavior that PREVENTS diseases
- People want to keep what they already have
Loss framing
- Negative phrasing
- More effecting when risk of behavior is high –> engenders risk taking
- Behavior that DETECTS diseases
- People don’t want to LOSE what they have
Cognitive heuristics
Simple rules of thumb to assess arguments presented to us, and to estimate probabilities of pros and cons
Social heuristics
Social heuristics specifically have to do with a social aspect, the influence of other PEOPLE on our judgments
Authority heuristic
This heuristic is used when someone believes the opinion of a person or authority is correct, simply because this individual is an authority or expert
We rely on their opinions and advise on the grounds of their expertise
Likeability heuristic + 4 factors
We more easily comply with requests from people we like than from someone we do not know or do not like
4 factors:
- Similarity
- Familiarity
- Helpfulness + compliments
- Physical attractiveness
Consistency heuristic
We like to be consistent in our thoughts, words, and actions, otherwise we feel cognitive dissonance.
We then feel the need to change our attitude or behaviour in order to achieve a sense of consistency between our acts and our attitudes; we aim to bring them in line
Reciprocity heuristic
This heuristic is based on the fact that we have a strong instinctive urge to return a gift or favour
Even when you receive something you did not ask for, or you even do not like the person doing you the favour
Scarcity heuristic
Scarce goods are seen as appealing to us because scarcity signals restricted freedom (we can regain freedom by owning it)
If you own a scarce good that other people do not have, it makes you feel special and unique
Scarce goods also signal quality –> Historically, scarce goods often had high quality because they were expensive and difficult to produce
Copycat branding
‘If it looks like A then it is/tastes just as good as A’
One brand is exploiting another’s success simply by imitating it –> consumers might feel cheated!
BELONGS TO REPRESENTATIVENESS HEURISTIC
Brand extension
Using the brand name of a product with a well-developed image for a different product
E.g. Apple products have a similar, recognizable look and design and are named in a consistent manner: iPhone, iMac, iPad, iPod
Classic Milgram experiment
- would ordinary Americans follow instructions given by a person in authority, even if that meant physically harming an innocent person?
- ‘teacher’ (test subjects) had to set the ‘student’ (confederates) brief memory tasks. Wrong answer = electric shock
- volunteers who expressed doubt as the experiment progressed, or indicated that they wanted to stop, were told to continue
- 65% obeyed the researcher to go to the maximum voltage even when the ‘student’ begged to stop
EXPLANATION:
our tendency to surrender the responsibility for our decisions and actions to authority figures
4 factors when need for consistency is highest
- We cannot find excuses to ‘justify’ the inconsistency
- Others can witness the behavior
- The behavior requires considerable effort
- The behavior is carried out actively
Foot in the door technique
The influencer begins by asking for something that few people would refuse. This small request is followed by a more significant one. The person concerned is more likely to comply, to be consistent with their previous behavior!
CONSISTENCY HEURISTIC
Low-balling
We are seduced into buying a specific product at a particular price. Once we have agreed, the salesperson tells us that it has sold out, but that another (more expensive) alternative is still available. Burdened by the need to remain consistent, at this point we find it hard to refuse the second, more expensive offer
CONSISTENCY HEURISTIC
Door in the face technique
Based upon the assumption that making a concession can be seen as a favor
- Process of negotiation begins with a proposition so unrealistic that the other side ‘slams the door’ on it
- Each concession is seen by the other party as a favor, and so results in a reciprocal gesture
RECIPROCITY HEURISTIC
