Decision heuristics science

The science that explains the hidden drivers of human decisions, and sheds light on the good, bad and ugly of human decision-making and consumer behavior.

Human decisions are driven by many different types of mental shortcuts validated in heuristic psychology.

It's taken an academic village to create decision heuristics science

                                        Psychologists
                                Sociologists
                        Anthropologists
                Economists
        Neuro Scientists
Computer Scientists
  • Psychologists
  • Sociologists
  • Anthropologists
  • Economists
  • Neuro Scientists
  • Computer Scientists

Now, Newristics is


blossoming the heuristic science


beyond academia

Heuristics in decision-making is embedded in the fabric of our lives.


It drives our decisions all-day, everyday!


For marketers,

decision heuristics science is the most powerful tool available today to understand and influence customer decisions.

Let's look at a few heuristics in decision-making

and understand how they twist and drive consumer behavior.

Heuristic: Attribute Substitution

Humans sometimes substitute decisions they should be making with decisions they can make simply because they are easier!

Impact on asthma treatment decisions

Inhaler misuse is a problem in asthma. Physicians should take 60 secs to teach proper inhaler use to patients, but that's difficult! Instead, they can easily substitute training with fancy inhalers, hoping that the new design enhancements will reduce misuse.

Heuristic: Open Option bias

Humans tend to keep more options open and for longer than they really need and find it difficult to let go of some options even if it's the right thing to do.

Impact on HIV treatment decisions

During the early years of HIV treatment, physicians would hold back some of the strongest agents for later use in the treatment algorithm. Today, physicians start HIV patients on triple or quadruple combo treatments because overtime they learned that by keeping options open, they lose too many patients.

Heuristic: Empathy Gap

Humans can't fully relate to other's emotions, and underestimate how they are affected by these emotions

Impact on pain treatment decisions

Chronic pain patients rarely have empathy for other chronic pain patients because they all believe that their own pain has a more special purpose than other people's pain.

Heuristic: Rosy Retrospection

Humans rate events that happened in the past more positively that they do immediately after they occurred.

Impact on Afib treatment decisions

In atrial fibrillation, physicians have still not switched many of their warfarin patients to a NOAC because they tend to underestimate the amount of work they had to put in the past to get patients stable on warfarin. Many of these patients are still not stable and physicians are still working on it!

Heuristic: Functional Fixedness

Humans can only see the intended use of an object and no other value.

Impact on diet decisions

Dieters will often choose the specific foods prescribed in a diet plan, but fail in following the portion guidelines because they are engrained to fill a plate regardless of what or when it is being filled.

Heuristic: Instant Return

Humans want a return on their investment (time, effort, or money) immediately, irrespective of what they may receive in the long term.

Impact on investment decisions

Parents will often establish a gift routine (stuffed animals) opting for immediate feedback vs establishing an investment routine (college savings) for their children which could have far greater payoffs in the future.

Research around the world has identified hundreds of specific decision heuristics.

Only Newrisitcs has them all in one database.

Which of the 650+ established heuristics in decision-making are driving your customers’ decisions?

Only Newristics has an algorithm (SIMON) to accurately identify the dominant decision heuristics for your category, customers', and brand.

We will explain how our dominant decision heuristics algorithm SIMON, works when we meet!

In the meantime, imagine using 70 different variables to simulate the situations customers face in your category.

Also imagine you had a map showing you which heuristics are used under what situations.

Now connect the dots!

The top 10 dominant heuristics for your brand are free.

Get them before our finance department shuts down this behavior economics offer.

Newristics is even discovering new mental shortcuts driving human decision-making.

In less than 5 years, Newristics has discovered more new heuristics than any recognized authority in the world.

East Office
700 White Plains Road
Scarsdale, NY 10583
W: 203-635-8150
Contact: Gaurav Kapoor
West Office
8777 E. Via de Ventura
Scottsdale, AZ 85258
W: 480-947-8078
Contact: Sheryl Bronkesh