When the Brain Decides

Humans can make fast and highly efficient decisions by using simple heuristics that are assumed to exploit basic cognitive functions. In the study reported here, we used event-related potentials (ERPs) to disclose the psychological mechanisms underlying one of the most frugal decision rules, namely, the recognition heuristic. According to this heuristic, whenever two objects have to be ranked by a specific criterion and only one object is recognized, the recognized object is ranked higher than the unrecognized object. Using a standard recognition-heuristic paradigm, we predicted participants’ decisions by analyzing an ERP correlate of familiarity-based recognition occurring 300 to 450 ms after stimulus onset. The measure remained a significant predictor even when later ERP correlates were taken into account. These findings are evidence for the thesis that simple heuristics exploit basic cognitive processes. Specifically, the findings show that familiarity—that is, recognition in the absence of recollection—contributes to decisions made on the basis of such heuristics.