Assessing the empirical validity of the "take-the-best" heuristic as a model of human probabilistic inference.

The boundedly rational 'Take-The-Best" heuristic (TTB) was proposed by G. Gigerenzer, U. Hoffrage, and H. Kleinbölting (1991) as a model of fast and frugal probabilistic inferences. Although the simple lexicographic rule proved to be successful in computer simulations, direct empirical demonstrations of its adequacy as a psychological model are lacking because of several methodical problems. In 4 experiments with a total of 210 participants, this question was addressed. Whereas Experiment 1 showed that TTB is not valid as a universal hypothesis about probabilistic inferences, up to 28% of participants in Experiment 2 and 53% of participants in Experiment 3 were classified as TTB users. Experiment 4 revealed that investment costs for information seem to be a relevant factor leading participants to switch to a noncompensatory TTB strategy. The observed individual differences in strategy use imply the recommendation of an idiographic approach to decision-making research.