Simple Heuristics That Make Us Smart invites readers to embark on a new journey into a land of rationality that differs from the familiar territory of cognitive science and economics. Traditional views of rationality tend to see decision makers as possessing superhuman powers of reason, limitless knowledge, and all of eternity in which to ponder choices. To understand decisions in the real world, we need a different, more psychologically plausible notion of rationality, and this book provides it. It is about (...) fast and frugal heuristics--simple rules for making decisions when time is pressing and deep thought an unaffordable luxury. These heuristics can enable both living organisms and artificial systems to make smart choices, classifications, and predictions by employing bounded rationality. But when and how can such fast and frugal heuristics work? Can judgments based simply on one good reason be as accurate as those based on many reasons? Could less knowledge even lead to systematically better predictions than more knowledge? Simple Heuristics explores these questions, developing computational models of heuristics and testing them through experiments and analyses. It shows how fast and frugal heuristics can produce adaptive decisions in situations as varied as choosing a mate, dividing resources among offspring, predicting high school drop out rates, and playing the stock market. As an interdisciplinary work that is both useful and engaging, this book will appeal to a wide audience. It is ideal for researchers in cognitive psychology, evolutionary psychology, and cognitive science, as well as in economics and artificial intelligence. It will also inspire anyone interested in simply making good decisions. (shrink)

I attempt to complement my earlier critiques of human sociobiology, by offering an account of how evolutionary ideas might legitimately be employed in the study of human social behavior. The main emphasis of the paper is the need to integrate studies of proximate mechanisms and their ontogenesis with functional/evolutionary research. Human psychological complexity makes it impossible to focus simply on specific types of human behavior and ask for their functional significance. For any of the kinds of behavior patterns that have (...) occupied human sociobiologists, the underlying proximate mechanisms are very likely to be linked to a broad spectrum of types of behavior, and we cannot expect that natural selection will have acted directly on any individual element from this spectrum. I illustrate this general point with a specific example, considering the traditional sociobiological account of human incest-avoidance and outlining an alternative approach to the phenomena. The example is intended to show the possibility of a more rigorous and sophisticated successor to human sociobiology, which I call "human behavioral ecology". (shrink)