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The Similarity Heuristic

机译：相似度启发式

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摘要

Decision makers often make snap judgments using fast-and-frugal decision rules called cognitive heuristics. Research into cognitive heuristics has been divided into two camps. One camp has emphasized the limitations and biases produced by the heuristics; another has focused on the accuracy of heuristics and their ecological validity. In this paper we investigate a heuristic proposed by the first camp, using the methods of the second. We investigate a subset of the representativeness heuristic we call the "similarity" heuristic, whereby decision makers who use it judge the likelihood that an instance is a member of one category rather than another by the degree to which it is similar to others in that category. We provide a mathematical model of the heuristic and test it experimentally in a trinomial environment. In this environment, the similarity heuristic turns out to be a reliable and accurate choice rule and both choice and response time data suggest it is also how choices are made. We conclude with a theoretical discussion of how our work fits in the broader "fast-and-frugal" heuristics program, and of the boundary conditions for the similarity heuristic.
机译：决策者通常使用快速节俭的决策规则（称为认知启发法）做出快速判断。认知启发式研究分为两个阵营。一个阵营强调了启发式方法产生的局限性和偏见。另一个重点是启发式方法的准确性及其生态有效性。在本文中，我们使用第二种方法研究了第一阵营提出的启发式方法。我们研究了代表性启发式方法的子集，我们称其为“相似性”启发式方法，据此，决策者使用该启发式方法根据一个实例与该类别中的其他实例相似的程度来判断该实例是否属于一个类别的成员，而不是另一个实例。我们提供了启发式的数学模型，并在三项式环境中进行了实验测试。在这种环境下，相似性启发法证明是一种可靠且准确的选择规则，选择和响应时间数据都表明这也是选择的方式。我们以理论上的讨论作为结尾，讨论了我们的工作如何适合更广泛的“快速而节俭”的启发式程序，以及相似性启发式的边界条件。

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