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Heuristics used for decisions involving multiple objectives 17
option is chosen. For example, suppose that a manager has to choose
between two competing products, but he or she has not got the time
or motivation to search for all the details relating to the products. If
the manager recognizes the name of the manufacturer of one of them,
but not the other, then they may simply choose the product whose
manufacturer they recognize. This simple heuristic is likely to work well
in environments where quality is associated with ease of recognition. It
may be that a more easily recognized manufacturer is likely to have been
trading for longer and be larger. Its long-term survival and size may be
evidence of its ability to produce quality products and to maintain its
reputation. Interestingly, the recognition heuristic can reward ignorance.
A more knowledgeable person might recognize both manufacturers and
therefore be unable to employ the heuristic. If ease of recognition is an
excellent predictor of quality then a less knowledgeable person who
recognizes only one manufacturer will have the advantage. Of course,
the heuristic will not work well when ease of recognition is not associated
with how good an option is.
The minimalist strategy 2
In this heuristic the decision maker first applies the recognition heuristic,
but if neither option is recognized the person will simply guess which
is the best option. In the event of both options being recognized then
the person will pick at random one of the attributes of the two options.
If this attribute enables the person to discriminate between the two
options they will make the decision at this point. If not, then they will
pick a second attribute at random, and so on. For example, in choosing
between two digital cameras, both of which have manufacturers which
are recognized by the decision maker, the attribute ‘possession of movie
shooting modes’ may be selected randomly. If only one camera has this
facility then it will be selected, otherwise a second randomly selected
attribute will be considered.
Take the last 2
This is the same as the minimalist heuristic except that people recall
the attribute that enabled them to reach a decision last time when they
had a similar choice to make. If this attribute does not allow them
to discriminate between the options this time then they will choose the
attribute that worked the time before, and so on. If none of the previously
used attributes works, then a random attribute will be tried.