Take the best versus simultaneous feature matching: probabilistic inferences from memory and effects of representation format.

In 4 experiments, the tendency to use the simple heuristic Take The Best (TTB; G. Gigerenzer & D. Goldstein, 1996) was explored for probabilistic multiattribute inferences from memory. In a newly developed procedure, participants first learned attribute patterns that formed the basis for inferences in a second phase. A Bayesian method classified strategies as TTB, compensatory, or guessing. Experiment 1 had a high rate (64%) of participants classified as TTB users when inferences were made from memory. Experiment 2 showed that this was no mere materials effect. In Experiments 3 and 4, the authors examined effects of the representational format of the attribute information. Experiment 4 showed that the representational format may be an important moderating variable for strategy use.