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Problem solving by heuristics

Problem solving by heuristics

Oursky Limited

March 04, 2013
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  1. Solving a problem Algorithms Heuristics - methods that guarantee solution

    - mathematical questions - programming - mental shortcuts, rules of thumb that help constrain (simplify) the problem - work well usually, but not always - most of daily life problems
  2. • personal factors ◦ cognitive abilities ▪ (e.g., intelligence, memory)

    ◦ prior experiences, education ◦ personality ▪ (e.g., enjoy thinking? creative?) ◦ thinking style Factors
  3. • problem nature ◦ well-defined vs. ill-defined (clear goal?) ◦

    static vs. dynamic ◦ complexity • Environmental factors ◦ group task? (social context) ◦ any feedback available? Factors
  4. Representativeness(Kahneman & Tversky,1973) When people rely on representativeness to make

    judgements, they are likely to judge wrongly because the fact that something is more representative does not make it more likely
  5. Fluency heuristic (Jacoby & Brooks, 1984) Moses illusion An issue

    about how we process input materials Input Process Output Moses, a guy from bible We have mental shortcut too!
  6. Fluency heuristic (Jacoby & Brooks, 1984) The more skillfully or

    elegantly an idea is communicated, the more likely it is to be considered seriously, whether or not it is logical
  7. Fluency heuristic (Jacoby & Brooks, 1984) KEY: Fluency this can

    be involved in - Font style - Layout representation - Graphics - Pace of a speech
  8. Fluency heuristic (Jacoby & Brooks, 1984) Life examples - Menu

    design - A name of a company - Giving guidelines - Speeches of politicians
  9. Mental set The tendency to approach situations in a certain

    way because that method worked in the past
  10. Functional fixedness (Duncker 1945) A kind of mental set, formed

    a cognitive structure, limits a person to using an object only in the way it is traditionally used e.g. cup = contains water pencil = writing When tested, 5-year-old children show no signs of functional fixedness. However, by age 7, children have acquired the tendency to treat the originally intended purpose of an object as special (German & Defeyter, 2000).
  11. Anchoring Tversky & Kahneman ,1974 Participants were then asked to

    guess the percentage of the United Nations that were African nations
  12. Controlled values 10 & 65 Participants whose wheel stopped on

    10 guessed lower values (25% on average) Participants whose wheel stopped at 65 guessed higher values (45% on average).
  13. Base rate neglect Airplane accident is more dangerous because of

    high death rate Fact driving: 1.32 fatal accidents and 1.47 fatalities per 100 million miles airlines: .05 fatal accidents and 1.57 fatalities per 100 million miles - ignore low airplane accident rate - tend to report P(dead l airplane accident) when actually asking for P(airplane accident l dead)
  14. Recognition heuristic Do these cities have > 1 million population?

    Amsterdam London Madrid Munich Paris Riga Sevilla Toulouse
  15. Is human rational? Herbert Simon: Bounded rationality - we can

    not get ALL information needed in real life - bounded by “cognitive limits” (including those we mentioned in Factors) Hence people, in many different situations, seek something that is “good enough”, something that is satisfactory