Fast and frugal heuristics - simple rules for making decisions with realistic mental resources - are presented here. 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? What heuristics are in the mind's adaptive toolbox, and what building blocks compose them? Can judgments based simply on a single reason be as accurate as those based on many reasons? Could less knowledge even lead to systematically better predictions than more knowledge? This book explores these questions by developing computational models of heuristics and testing them through experiments and analysis. It shows how fast and frugal heuristics can yield 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.

Simple Heuristics That Make Us Smart

I. the origin of species by means of natural selection

In the Hamadryas baboon, males are substantially larger than females. A troop of baboons is subdivided into a number of ‘one-male groups’, consisting of one adult male and one or more females with their young. The male prevents any of ‘his’ females from moving too far from him. Kummer (1971) performed the following experiment. Two males, A and B, previously unknown to each other, were placed in a large enclosure. Male A was free to move about the enclosure, but male B was shut in a small cage, from which he could observe A but not interfere. A female, unknown to both males, was then placed in the enclosure. Within 20 minutes male A had persuaded the female to accept his ownership. Male B was then released into the open enclosure. Instead of challenging male A , B avoided any contact, accepting A’s ownership.

Evolution and the Theory of Games

Not by Genes Alone: How Culture Transformed Human Evolution

How the mind works

Contents: Preface. Introduction. What Is Evolutionary Psychology? Consumer Research-Domain-General & Proximate-Level Theorizing. Consumption & Darwinian Modules. Advertising Content and Media Effects-Mirrors of Human Nature. Darwinian Roots of Cultural Products. Darwinian Roots of "Darkside" Consumption. Benefits of Darwinizing Consumer Research. Concluding Remarks.

The Evolutionary Bases of Consumption

Evolutionary psychology is an emerging paradigm in psychological science. The current article introduces this framework to marketing scholars and presents evidence for its increasing acceptance within the social science community. As a result, a case is made for the application of evolutionary psychology to marketing, and especially consumer behavior. Application of the evolutionary framework in studying gender-related consumption behavior is illustrated by comparing the evolutionary predictions with results obtained from previous studies, by supporting these predictions with market-level consumption data, and by proposing new hypotheses based on this framework. Also discussed are the potential applications of evolutionary psychology to other consumption-related phenomena like evaluation of endorser attractiveness in advertising, biologically driven consumption choices among women, consumer-experienced emotions in service encounters, and consumption choices as inclusive fitness maximization rather than utility maximization. 2000 John Wiley & Sons, Inc.

/pdf/applications-of-evolutionary-psychology-in-marketing-1pemzeo1k1.pdf

Applications of evolutionary psychology in marketing

Examines the underlying determinants of in‐store information search for a Christmas clothing gift, specifically focusing on gender differences. Two non‐personal (general and specific) and one personal (sales clerk assistance) in‐store information search domains were obtained from the results of a survey of actual consumers carried out shortly after the Christmas season. Consistent with the predictions of the selectivity model, females appeared to comprehensively acquire in‐store information, whereas males appeared to heuristically limit their search to a smaller subset of in‐store information. More specifically, females scored significantly higher than males on indices of both general and specific information search. Females, compared to males, were also found to start Christmas shopping much earlier, purchase more gifts, and embark on a greater number of shopping trips. Other observed gender differences are discussed.

Gender differences in information search strategies for a Christmas gift

Using both author-level and journal-level data, Hirsch's h-index is shown to possess substantial heuristic value in that it yields accurate results whilst requiring minimal informational acquisition effort. As expected, the h-index of productive consumer scholars correlated strongly with their total citation counts. Furthermore, the h-indices as obtained via ISI/Thompson and GoogleScholar were highly correlated albeit the latter yielded higher values. Finally, using a database of business-relevant journals, a significant correlation was found between the journals' h-indices and their citation impact scores.

Exploring the h-index at the author and journal levels using bibliometric data of productive consumer scholars and business-related journals respectively

Gad Saad

Papers

The Evolutionary Bases of Consumption

Applications of evolutionary psychology in marketing

Gender differences in information search strategies for a Christmas gift

Exploring the h-index at the author and journal levels using bibliometric data of productive consumer scholars and business-related journals respectively

Testosterone and domain-specific risk: Digit ratios (2D:4D and rel2) as predictors of recreational, financial, and social risk-taking behaviors