Strategy. Innovation. Brand.

# More Thumb Thinking

Us versus them.

Remember heuristics? They’re the rules of thumb that allow us to make snap judgments, using System 1, our fast, automatic, and ever-on thinking system. They can also lead us into errors. Last time I wrote about heuristics (click here), we looked at three of the 17 different error categories: satisficing, temporizing, and availability. Let’s look at four more today.

Affect — what’s your first response? What’s your initial impression? What does your gut tell you? These are all questions about your affect heuristic — more commonly known as gut feel. System 1 usually has the first word on a decision. If you let System 1 also have the last word on the decision, you’re making an affect-based decision. It may be a good decision — or maybe not. If you want to double check the accuracy of your affect, you need to fire up System 2. People with “poor impulse control” often stick with System 1 only and don’t engage System 2.

Simulation — if it’s easy to imagine a given outcome, then it’s more likely that outcome will occur, right? Not necessarily. At least in part, it depends on how good your imagination is. Salespeople can use simulation to very good effect: “Imagine how you would feel in this new suit.” “Don’t you think it would be great to drive a car like this?” “Imagine what other people will think of you when they see you on this motorcycle!” Simulation simply invokes your imagination. If it’s easy to imagine something, you may convince yourself that it’s actually going to happen. You could be right or you could be a victim of wishful thinking. Before you make a big decision, engage System 2.

Representation — “She looks like my ex-girlfriend. Therefore, she probably acts like my ex-girlfriend.” You notice that there’s a similarity between X and Y on one dimension. Therefore, you conclude that X and Y are similar on other dimensions as well. You’re letting one dimension represent other dimensions. This is essentially a poor analogy. The similarity in one dimension has nothing to do with similarities in other dimensions. Generally, the more profound a similarity is, the more likely it is to affect other dimensions. Physical appearance is not very profound. In fact, it’s apparently only skin deep.

Us versus Them — “The Republicans like this idea. Therefore, we have to hate it.” Unfortunately, we saw a lot of this in our recent elections. In fact, politics lends itself to the us versus them heuristic — because politics often boils down to a binary choice. Politics is also about belonging. I belong to this group and, therefore, I’m opposed to that group. This is often referred to as identity politics and is driven by demonstrative (as opposed to deliberative) speeches. In warfare, the us versus them heuristic may be good leadership. After all, you have to motivate your troops against a determined enemy. In politics, on the other hand, it smacks of manipulation. Time to fire up System 2. (For my article on demonstrative and deliberative speeches, click here).

Do you see yourself in any of these heuristics? Of course you do. All of us use heuristics and we use them pretty much every day. It’s how we manage “reality”. Unfortunately, they can also trick us into mistakes in logic and judgment. As you become more aware of these heuristics, you may want to engage System 2 more frequently.

To prepare this article, I drew primarily on Peter Facione’s Think Critically. (Click here)

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