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For example, the authors found that in speed-dating events where the amount of potential partners to choose from is relatively large, people predominantly pay attention to information that is easily accessible, such as age, height, body mass index, etc., rather than information that is harder to observe, such as occupation and education.Because of their simplicity, heuristics have long been viewed as inferior to rational thought.Well, several experiments have shown that when shoppers are presented with either an extensive or limited amount of potential consumer choices (e.g.chocolates, jam flavors) more people actually end up making purchases, and are happier, when the choice environment only offers a limited set of options.Fortunately, the majority of people do not seem to share my particular troubles with speed dating.Yet new research does point out a different dating problem: being confronted with a large number of choices can make it harder to make a good decision.When the little buzzer went off after three minutes, I was (typically) still in the process of trying to explain to my bedazzled dating partner why my last name has three syllables (it’s Dutch).

Thus, in some cases, having limited knowledge can actually lead to more accurate outcomes.As a psychologist, I have always found the concept of speed dating fascinating.In fact, some years ago, I decided to try it myself.In conclusion, when pressured for time and faced with many competing options, “fast and frugal” decision making can (potentially) enhance the quality of our decisions.Selecting your future spouse based on the recognition heuristic might be overdoing it a bit, but when overwhelmed with potential choices at a speed-dating event, supermarket aisle or restaurant menu, going with a simple heuristic is a reasonable option.

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