Advantages and Disadvantages of Cognitive Heuristics in Political Decision Making

This article challenges the often un- tested assumption that cognitive null improve the decision- making abilities of everyday voters. The potential benefits and costs of five common political heuristics are discussed. A new dynamic process- tracing methodology is employed to directly observe the use of these five heuristics by voters in a mock presi- dential election campaign. We find that cognitive heuristics are at times employed by almost...