Despite the ubiquity of uncertainty, scientific attention has focused primarily on probabilistic approaches, which predominantly rely on the assumption that uncertainty can be measured and expressed numerically. At the same time, the increasing amount of research from a range of areas including psychology, economics, and sociology testify that in the real world, people’s understanding of risky and uncertain situations cannot be satisfactorily explained in probabilistic and decision-theoretical terms. In this article, we offer a theoretical overview of an alternative approach to (...) uncertainty developed in the framework of the ecological rationality research program. We first trace the origins of the ecological approach to uncertainty in Simon’s bounded rationality and Brunswik’s lens model framework and then proceed by outlining a theoretical view of uncertainty that ensues from the ecological rationality approach. We argue that the ecological concept of uncertainty relies on a systemic view of uncertainty that features it as a property of the organism–environment system. We also show how simple heuristics can deal with unmeasurable uncertainty and in what cases ignoring probabilities emerges as a proper response to uncertainty. (shrink)

Humans and animals make inferences about the world under limited time and knowledge. In contrast, many models of rational inference treat the mind as a Laplacean Demon, equipped with unlimited time, knowledge, and computational might. Following H. Simon's notion of satisficing, the authors have proposed a family of algorithms based on a simple psychological mechanism: one-reason decision making. These fast and frugal algorithms violate fundamental tenets of classical rationality: They neither look up nor integrate all information. By computer simulation, the (...) authors held a competition between the satisficing "Take The Best" algorithm and various "rational" inference procedures. The Take The Best algorithm matched or outperformed all competitors in inferential speed and accuracy. This result is an existence proof that cognitive mechanisms capable of successful performance in the real world do not need to satisfy the classical norms of rational inference. (shrink)

A review of the literature indicates that linear models are frequently used in situations in which decisions are made on the basis of multiple codable inputs. These models are sometimes used normatively to aid the decision maker, as a contrast with the decision maker in the clinical vs statistical controversy, to represent the decision maker "paramorphically" and to "bootstrap" the decision maker by replacing him with his representation. Examination of the contexts in which linear models have been successfully employed indicates (...) that the contexts have the following structural characteristics in common: each input variable has a conditionally monotone relationship with the output; there is error of measurement; and deviations from optimal weighting do not make much practical difference. These characteristics ensure the success of linear models, which are so appropriate in such contexts that random linear models may perform quite well. 4 examples involving the prediction of such codable output variables as GPA and psychiatric diagnosis are analyzed in detail. In all 4 examples, random linear models yield predictions that are superior to those of human judges. (shrink)

This example is provided so that non-theorists may see actual applications of the theory previously described. This study considered directly some of the components of Field Sparrow breeding success as a measure of habitat suitability, and found these to vary in a way which was inconsistent with hypotheses that territorial behavior either cues, or limits density. This study provides a valid example of how the problem can be approached and offers a first step in the eventual identification of the role (...) of territorial behavior in the habitat distribution of a common species. (shrink)

Heuristics are efficient cognitive processes that ignore information. In contrast to the widely held view that less processing reduces accuracy, the study of heuristics shows that less information, computation, and time can in fact improve accuracy. We review the major progress made so far: the discovery of less-is-more effects; the study of the ecological rationality of heuristics, which examines in which environments a given strategy succeeds or fails, and why; an advancement from vague labels to computational models of heuristics; the (...) development of a systematic theory of heuristics that identifies their building blocks and the evolved capacities they exploit, and views the cognitive system as relying on an “adaptive toolbox;” and the development of an empirical methodology that accounts for individual differences, conducts competitive tests, and has provided evidence for people’s adaptive use of heuristics. Homo heuristicus has a biased mind and ignores part of the available information, yet a biased mind can handle uncertainty more efficiently and robustly than an unbiased mind relying on more resource-intensive and general-purpose processing strategies. (shrink)

One of the most discussed issues in psychology—presently and in the past—is how to define and measure the extent to which human cognition is rational. The rationality of human cognition is often evaluated in terms of normative standards based on a priori intuitions. Yet this approach has been challenged by two recent developments in psychology that we review in this article: ecological rationality and descriptivism. Going beyond these contributions, we consider it a good moment for psychologists and philosophers to join (...) forces and work toward a new foundation for the definition of rational cognition. We take a first step in this direction by proposing that the rationality of both cognitive and normative systems can be measured in terms of their cognitive success. Cognitive success can be defined and gauged in terms of two factors: ecological validity (the system's validity in conditions in which it is applicable) and the system's applicability (the scope of conditions under which it can be applied). As we show, prominent systems of reasoning—deductive reasoning, Bayesian reasoning, uncertain conditionals, and prediction and choice—perform rather differently on these two factors. Furthermore, we demonstrate that conceptualizing rationality according to its cognitive success offers a new perspective on the time-honored relationship between the descriptive (“is”) and the normative (“ought”) in psychology and philosophy. (shrink)

According to the paradigm of adaptive rationality, successful inference and prediction methods tend to be local and frugal. As a complement to work within this paradigm, we investigate the problem of selecting an optimal combination of prediction methods from a given toolbox of such local methods, in the context of changing environments. These selection methods are called meta-inductive strategies, if they are based on the success-records of the toolbox-methods. No absolutely optimal MI strategy exists—a fact that we call the “revenge (...) of ecological rationality”. Nevertheless one can show that a certain MI strategy exists, called “AW”, which is universally long-run optimal, with provably small short-run losses, in comparison to any set of prediction methods that it can use as input. We call this property universal access-optimality. Local and short-run improvements over AW are possible, but only at the cost of forfeiting universal access-optimality. The last part of the paper includes an empirical study of MI strategies in application to an 8-year-long data set from the Monash University Footy Tipping Competition. (shrink)

Classical (Bayesian) probability (CP) theory has led to an influential research tradition for modeling cognitive processes. Cognitive scientists have been trained to work with CP principles for so long that it is hard even to imagine alternative ways to formalize probabilities. However, in physics, quantum probability (QP) theory has been the dominant probabilistic approach for nearly 100 years. Could QP theory provide us with any advantages in cognitive modeling as well? Note first that both CP and QP theory share the (...) fundamental assumption that it is possible to model cognition on the basis of formal, probabilistic principles. But why consider a QP approach? The answers are that (1) there are many well-established empirical findings (e.g., from the influential Tversky, Kahneman research tradition) that are hard to reconcile with CP principles; and (2) these same findings have natural and straightforward explanations with quantum principles. In QP theory, probabilistic assessment is often strongly context- and order-dependent, individual states can be superposition states (that are impossible to associate with specific values), and composite systems can be entangled (they cannot be decomposed into their subsystems). All these characteristics appear perplexing from a classical perspective. However, our thesis is that they provide a more accurate and powerful account of certain cognitive processes. We first introduce QP theory and illustrate its application with psychological examples. We then review empirical findings that motivate the use of quantum theory in cognitive theory, but also discuss ways in which QP and CP theories converge. Finally, we consider the implications of a QP theory approach to cognition for human rationality. (shrink)

Is language understanding a special case of social cognition? To help evaluate this view, we can formalize it as the rational speech-act theory: Listeners assume that speakers choose their utterances approximately optimally, and listeners interpret an utterance by using Bayesian inference to “invert” this model of the speaker. We apply this framework to model scalar implicature (“some” implies “not all,” and “N” implies “not more than N”). This model predicts an interaction between the speaker's knowledge state and the listener's interpretation. (...) We test these predictions in two experiments and find good fit between model predictions and human judgments. (shrink)

This article provides an overview of recent results on lexicographic, linear, and Bayesian models for paired comparison from a cognitive psychology perspective. Within each class, we distinguish subclasses according to the computational complexity required for parameter setting. We identify the optimal model in each class, where optimality is defined with respect to performance when fitting known data. Although not optimal when fitting data, simple models can be astonishingly accurate when generalizing to new data. A simple heuristic belonging to the class (...) of lexicographic models is Take The Best (Gigerenzer & Goldstein (1996) Psychol. Rev. 102: 684). It is more robust than other lexicographic strategies which use complex procedures to establish a cue hierarchy. In fact, it is robust due to its simplicity, not despite it. Similarly, Take The Best looks up only a fraction of the information that linear and Bayesian models require; yet it achieves performance comparable to that of models which integrate information. Due to its simplicity, frugality, and accuracy, Take The Best is a plausible candidate for a psychological model in the tradition of bounded rationality. We review empirical evidence showing the descriptive validity of fast and frugal heuristics. (shrink)

"Every word, like a sacred object, has its place. No _précis_ is possible. This extraordinary book must be read."—Edmund Carpenter, _New York Times Book Review _ "No outline is possible; I can only say that reading this book is a most exciting intellectual exercise in which dialectic, wit, and imagination combine to stimulate and provoke at every page."—Edmund Leach, _Man _ "Lévi-Strauss's books are tough: very scholarly, very dense, very rapid in argument. But once you have mastered him, human history (...) can never be the same, nor indeed can one's view of contemporary society. And his latest book, _The Savage Mind_, is his most comprehensive and certainly his most profound. Everyone interested in the history of ideas _must_ read it; everyone interested in human institutions _should _read it."—J. H. Plumb, _Saturday Review_ "A constantly stimulating, informative and suggestive intellectual challenge."—Geoffrey Gorer, _The Observer_, London. (shrink)

The general problem of forming composite variables from components is prevalent in many types of research. A major aspect of this problem is the weighting of components. Assuming that composites are a linear function of their components, composites formed by using standard linear regression are compared to those formed by simple unit weighting schemes, i.e., where predictor variables are weighted by 1.0. The degree of similarity between the two composites, expressed as the minimum possible correlation between them, is derived. This (...) minimum correlation is found to be an increasing function of the intercorrelation of the components and a decreasing function of the number of predictors. Moreover, the minimum is fairly high for most applied situations. The predictive ability of the two methods is compared. For predictive purposes, unit weighting is a viable alternative to standard regression methods because unit weights: are not estimated from the data and therefore do not “consume” degrees of freedom; are “estimated” without error ; cannot reverse the “true” relative weights of the variables. Predictive ability of the two methods is examined as a function of sample size and number of predictors. It is shown that unit weighting will be superior to regression in certain situations and not greatly inferior in others. Various implications for using unit weighting are discussed and applications to several decision making situations are illustrated. (shrink)