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In fact, when both conditions were present, participants were more likely to make no decision at all.
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Because of their simplicity, heuristics have long been viewed as inferior to rational thought.
In particular, people tend to assume that it is always a good thing to think long and hard about everything, consciously deliberating different potential outcomes and rationally weighing different pros and cons.
For example, in three studies predicting stock market performance, portfolios of stocks based on recognition (a constructed set of the most recognized stocks) outperformed (on average) managed funds, chance portfolios and stock expert predictions.
Similarly, another study showed that when German students were asked to evaluate pairs of American colleges, the German students predicted their relative ranking with better accuracy than their American peers (based solely on their recognition of the university’s name).