We use cookies to ensure that we give you the best experience on our website. By continuing to browse this repository, you give consent for essential cookies to be used. You can read more about our Privacy and Cookie Policy.

Durham Research Online
You are in:

The similarity heuristic.

Read, Daniel and Grushka-Cockayne, Yael (2007) 'The similarity heuristic.', Working Paper. Durham University, Durham.


Decision makers are often called on to make snap judgments using fast-and- frugal decisionrules called cognitive heuristics. Although early research into cognitive heuristicsemphasized their limitations, more recent research has focused on their high level ofaccuracy. In this paper we investigate the performance a subset of the representativenessheuristic which we call the similarity heuristic.Decision makers who use it judge the likelihood that an instance is a member of one category rather than another by the degree towhich it is similar to others in that category. We provide a mathematical model of theheuristic and test it experimentally in a trinomial environment. The similarity heuristic turnsout to be a reliable and accurate choice rule and both choice and response time data suggest itis also how choices are made.

Item Type:Monograph (Working Paper)
Keywords:Heuristics and biases, Fast-and-frugal heuristics, Similarity, Representative design, Base-rate neglect, Bayesian inference.
Full text:(VoR) Version of Record
Download PDF
Status:Not peer-reviewed
Publisher Web site:
Record Created:07 Dec 2012 10:37
Last Modified:01 Apr 2015 10:24

Social bookmarking: del.icio.usConnoteaBibSonomyCiteULikeFacebookTwitterExport: EndNote, Zotero | BibTex
Look up in GoogleScholar | Find in a UK Library