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Simple Heuristics That Make Us Smart (Evolution and Cognition) Paperback – 1 Jan 1999

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Product details

  • Paperback: 434 pages
  • Publisher: Oxford University Press; New Ed edition (1 Jan. 1999)
  • Language: English
  • ISBN-10: 0195143817
  • ISBN-13: 978-0195143812
  • Product Dimensions: 22.4 x 3 x 14.7 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 155,857 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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"How do people cope in the real, complex world of confusing and overwhelming information and rapidly approaching deadlines? This important book starts a new quest for answers. Here, Gigerenzer, Todd, and their lively research group show that simple heuristics are powerful tools that do surprisingly well. The field of decision making will never be the same again."—Donald A. Norman, author of Things That Make Us Smart and The Invisible Computer

"Gigerenzer & Todd's volume represents a major advance in our understanding of human reasoning, with many genuinely new ideas on how people think and an impressive body of data to back them up. Simple Heuristics is indispensable for cognitive psychologists, economists, and anyone else interested in reason and rationality."—Steven Pinker, author of How the Mind Works and Words and Rules

"In the past few years, the theory of rational (sensible) human behavior has broken loose from the illusory and empirically unsupported notion that deciding rationally means maximizing expected utility. Research has learned to take seriously and study empirically how real human beings ... actually address the vast complexities of the world they inhabit. Simple Heuristics ... offers a fascinating introduction to this revolution in cognitive science, striking a great blow for sanity in the approach to human rationality."—Herbert A. Simon, Carnegie Mellon University, and Nobel Laureate in Economics

"This book is a major contribution to the theory of bounded rationality. It illustrates that the surprising efficiency of fast and simple procedures is due to their fit with the structure of the environment in which they are used. The emphasis on this ecological rationality is an advance in a promising and already fruitful new direction of research."—Reinhard Selten, Professor of Economics at the University of Bonn, and Nobel Laureate in Economics

"In recent years, and particularly in the culture wars, many people have written about rationality. These authors now provide a summary of this recent history, organized on the basis of different types of decision making. In each case, the authors summarize the literature so as to provide an implicit history. But the book is more fundamentally aimed at making rationality workable by showing 'the way that real people make the majority of their inferences and decisions.'"—Journal of the History of the Behavioral Sciences

About the Author

Dr. Gerd Gigerenzer is the Director of the Center for Adaptive Behavior and Cognition, Max Planck Institute for Human Development. Dr. Peter M. Todd is Research Scientist at the Max Planck Institute for Human Development.

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5 of 7 people found the following review helpful By Laura J. D. Henderson on 2 Sept. 2009
Format: Paperback
Do not be put off by the academic format this is readable, challenging and enjoyable.
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118 of 126 people found the following review helpful
Statistical, Mathematical, Academic 21 Jan. 2002
By Mark Wieczorek - Published on
Format: Paperback
As someone interested in the practice and theory of decision making, I came upon this book via a number of "listmania" lists that reccomend it. The first few chapters got me excited about the subject matter. The authors promised to present a new model for decision making, one that was simple, and one that works.
The ensuing pages compare several theoretical models, such as Multiple Linear Regression and Dawes Rule to their own Take the First and Take the Best models.
Most of the tests were simulated on a computer. You would feed each decision making model into the computer, and then feed in various data for it to make decisions on. One popular test is "Which is the most populated German City." The computer had data on various German Cities with populations over 100,000. It also had several indicators, such as whether it has a soccer team, or a rail system, or is a state capital. The system would present two cities, with the indicators, and the decision making model would figure out which was the most populous one.
Right now I'm in a chapter called "Bayesian Benchmarks for Fast and Frugal Heuristics." It's about halfway through the book, and I'm not sure I'll finish. While the second half sounds interesting, this book is highly academic and the authors are concerned with presenting proofs for everything they say, in detail. Sort of like a victorian novel that starts of by telling you what it's going to tell you, and then tells you several times. I may skim it because I do find the subject matter intereting.
I certainly don't regret buying this book, having mathematical models for decision making is certainly handy (as someone interested in AI), but I wouldn't call it light reading, nor would I reccomend it to a manager interested in the decision making process.
I found much more interesting "Sources of Power" by Gary Klein. Indeed, I consider Sources of Power to be one of the most informative and most entertaining books I've ever read, and wish more like it existed.
In summation, I found this book to be highly academic and theoretical. If you are a human being interested in the decision making process as it is carried out by humans, I reccomend the more hands-on Sources of Power by Gary Klein. If you are interested in simple, statistical models for decision making (the kind you can teach a computer), then pick up this book.
61 of 63 people found the following review helpful
Well, i liked it anyway 29 Dec. 2003
By baylor - Published on
Format: Paperback Verified Purchase
Whether you like a book depends on what information you're looking for. i make computer models of human behavior so this book, which is easy to read but filled with concrete solutions and lots of supporting dat, was near-perfect for me
As a note, i'm picky when it comes both to writing and thinking. And i hate most books written by academics. Even the ones with good information (eg, Fodor's Modularity) are hard to read and filled with confusing, field-specific words. Not this book. It's really well written. Written in plain English, very few assumptions, very thorough analysis, lots of self-criticism, lots and lots of data (OK, that part is boring and can be skipped, but it's comforting to know it's there)
What's it about? Common AI, psych and economic decision and learning algorithms (decision trees, neural nets, Bayes, multiple linear regression, etc.) are compared to several absurdly simple algorithms the authors believe real humans use. The various approaches are compared and evaluated on the basis of performance, accuracy on training data, accuracy on test data (generalization) and amount of input data required. Tests are on the standard UC Irvine data learning test sets. Comparisions, outcome explanations and relevance to the human mind and the real world are provided. Explanations and analysises are easy to understand and pretty convincing
i've decided to use a lot of what was in this book in my software, things that have made my agents more natural and easier to implement. i absolutely love this book
40 of 42 people found the following review helpful
Smart book that makes decision making simple! 13 Dec. 2000
By mannheim_neckarau - Published on
Format: Paperback
This book introduced me to an exciting new way of thinking about decision making. "Heuristics" is basically just a fancy word for "rules of thumb" and the book shows convincingly how simple rules of thumb can go a very long way.
The 18 authors from various academic fields believe that decision rules and the environment in which they are used should always be considered together. Moreover it seems plausible that a simple rule which performs as well as a rule that requires more effort to apply, should be the preferred way of explaining the observed behavior.
The authors propose a bunch of simple heuristics for all kinds of problems. One particularly impressive example was the extremely simple "recognition heuristic" which e.g. proved to be quite successful on the stock market. For all heuristics in the book it is shown that they are easy to use, that they require little memory and computational capacity, and that therefore they appear to be very plausible models for explaining human (and animal) behavior.
If you are interested in decision making and/or if you are working in the fields of psychology, economics, artificial intelligence or related fields, this book is a "must-have"!
22 of 23 people found the following review helpful
Gigerenzer's clearest text - very inspiring. 19 Sept. 2005
By D. Stuart - Published on
Format: Paperback
Gerd Gigerenzer is probably THE guru in heuristics - the art of picking a few shorthand rules to help us make complex decisions - but I found other works of his (Adaptive Thinking, Bounded Rationality) pretty dry going. By contrast this volume - a collection of stimulating, sometimes provocative essays by members of the ABC Research group (the centrer for Adaptive Behavior and Cognition) explores many facets of Heuristics and even puts heuristics to the test against other more computationally complex techniques to pick the outcomes for several complicated problems. Time and again, the simple rules of thumb out-perform the grindingly thorough statistical routines. For anyone researching human behaviour, the implicit challenge is to stop asking huge batteries of questions - and to look instead for the little telltale rules by which people navigate their complicated environments.

I'd say that if you were just starting to look at heuristics, then this this volume of essays would be a good starting point. Even if you skip the super-technical pieces, there's plenty of thought provoking material written in a lively, unexpectedly "human" style.
11 of 11 people found the following review helpful
Worthwhile Insight into Mental Shortcuts 14 Oct. 2005
By Rolf Dobelli - Published on
Format: Hardcover
People aren't computers. Human beings live in a real world of scarcity and constraint. Even though time and information may be scarce, human beings must make high-stakes decisions. Probability and logic offer models for the thought process of choosing between alternatives, but decision makers often do not have enough hours, data and skill to use these sophisticated approaches. Fortunately, some rough and ready cognitive shortcuts perform as well as or better than the most elaborately sophisticated models - at least in the real world context of limited information and time. Working with the ABC Research Group, authors Gerd Gigerenzer and Peter M. Todd explore some of those shortcuts, called "heuristics." They discuss in length and depth a series of experiments that demonstrate the value of heuristics. This is not light reading. It requires a level of comfort with academic style, mathematics and symbolic logic. Readers unfamiliar with cognition literature may find it a struggle - but we believes that those who persevere will find enough new insight to make the effort worthwhile.
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