Heuristicians at work, better decision-makers for life.

Decision heuristics science is flowing in the veins of every Newristics employee!

It is changing how they interact with the world around them because they have a greater understanding of human decision-making. It is also changing their understanding of self because they now recognize every heuristic they personally use to make decisions.

Every employee at Newristics is a heuristician, and a better person because of it! Together, we hope to have an impact on decisions related to human health which arguably could be the most important decisions for humanity.

Meet our team and read about their favorite heuristic!

Executive Group

Gaurav Kapoor
Attribute Substitution
We unconsciously avoid making a complex or difficult decision with an easier one because we believe that doing something is better than doing nothing which is not always true.
"Attribute Substitution has taught me a lot about parenting! No app, website, or book can substitute time spent with your children. It doesn't even have to be "high quality" time!"
Channing Stave
If a task seems too large to solve, humans more likely will give up on it, and leave others in higher positions to solve them.
"With 660 different heuristics to choose from, it’s impossible to select just one favorite, so I let someone else choose it for me."
Art Mckee
Chance Illusion
Humans underestimate the number of chances at the same thing that they'll get during their lifetimes.
"You only get one chance in life, so you need to make the most of it!"
Judy Friefield
Confirmation Bias
We interpret evidence in a way that confirms our existing beliefs and ignore or avoid contradictory evidence, and this often prevents us from making the best decision.
"Confirmation Bias plagues the market research industry! Often a good study is one that confirms the themes we have heard in other market research studies, right?"


Yuval Alexander
We tend to blindly follow those in positions of authority, regardless of whether she/he is right or wrong.
"For 20 years, I had a simple rule of thumb for buying wine. If Robert Parker gave it >90 points and it was <$15, just buy it. Now I know most of his wines give me a headache!"
Lisa Baer
Status Quo Bias
We like things to stay relatively the same and fear the risk of change will not be worth it, but sometimes we don't even consider the potential benefits!
"Status Quo Bias may have to do something with the fact that even though I have been talking about remodeling our kitchen for 9 years, it still looks the same!"
Maria Briseno
Power of Free
We prefer “free” goods even if there is a cost to acquiring them and they are not really "free".
"I love when the grocery store has a Buy 10, Get 2 Free. It makes me feel like I'm taking advantage of the store by stocking up my pantry!"
Sheryl Bronkesh
Bandwagon Effect
We do things just because many other people do them, even if we don't enjoy them personally.
"Every six months, the weight loss industry finds a new miracle ingredient to help lose weight, and millions of people fall for it every single time. Even I fell for Garcinia Camboggia!"
Diane Burgess
Group Think
We are more likely to "go with the flow" when working as a team simply to maintain harmony because we don't like to be the one to create group conflict.
"I must honor Group Think. I do not like Italian, but somehow most of my outings with friends end up at an Italian joint."
Samantha Burstein
Open Option Bias
We want to keep options open whenever possible to avoid feeling locked down, even if it doesn't make any sense to do that.
"I have 830 channels on my Time Warner cable box, but I mostly watch NBC, Fox, and HBO. When will I come to terms with my Open Option Bias?"
Katie Eddy
Projective Satisficing
We believe that if something is good enough for a peer, then it is good enough for us too, even though that may not be the case.
"Whenever I go out with friends, I just order the same thing as my foodie friend Cathy. I know I will never go wrong with her pick."
Bill Engler
Egocentric Bias
We may take more personal credit for a group outcome than an external observer would give us.
"I have always been a creative guy. If I am on a project team, it is quite likely that the best ideas are coming from me!"
Perry Erlichman
Rule of Consistency
We feel we need to maintain and project a consistent image of ourselves and sometimes go overboard to do so.
"I have always been known for my deep voice. When I have a cold and lose my natural voice, I don't feel like my self and am hyper-conscious of my interactions with people."
Sarah Goodwin
Lake Wobegon Effect
We have a natural tendency to overestimate our own capabilities and see ourselves as better than others, even though we may be at the same level or even less than others.
"I am definitely a better driver than most people I know. See how easy it is to spot the Lake Wobegon Effect?"
Meghan Hessel
Background Contrast Effect
We will show a greater preference for an option if there is a clearly inferior option to compare it to, otherwise we would not.
"I decided it was time to upgrade our toaster, and when I went to the store, I noticed there were a couple of 4-slot toasters but only one had the bagel option. I had to get the one with bagel option and give into Attraction Effect!"
Ann Hickman
Customization Bias
Humans prefer options that they can customized (even if they don't desire any customization).
"I love how there are so many ways to customize my drink at Starbucks, but what I really love is their Verona blend with lots of cream! Yummm."
Carl Hormann
Accountability Bias
We make decisions based on how well they can be justified to others, rather than making an objective decision.
"When my car was totalled, I wanted to buy a motorcycle. However, since a regular sedan is much easier to justify to my wife and family, I drive a sedan now!"
Mara Kravitz
Repetition Bias
We are more inclined to believe what we hear repeatedly and from more sources.
"When I was younger, my parents and teachers always said I was a great writer. I heard it so many times that I came to believe it! Now I wish I had heard the same about my arithmetic skills!"
Dana Kresojevich
Ambiguity Aversion
Humans prefer options with fewer unknowns and avoid options with missing information.
"Ambiguity Aversion is why it is so easy to order pizza instead of sandwiches. Everyone knows bread, cheese and sauce!"
Sharanya Kumar
Hyperbolic Discounting
Humans strongly prefer immediate rather than later payoffs, even if the later payoff is larger.
"If I won the lottery, I would definitely take the 50% payment option now. What if they run out of business next year?"
Kim Kurtin
Illusion of Control
Humans feel they have more control over situations that they really do, and do things that make them feel in control.
"I have to-do lists for everything. I even have a master list of all my to-do lists. You think I might have Illusion of Control? Nah!"
Monica Lichwick
Functional Fixedness
We assume that an object can only be used for its intended purpose and has no other value just because we have never tried to use it for any other purpose. However, others may have found alternate purpose that we are just unaware of.
"I bought a VitaMix for $450 because it is supposed to do so many things. What do I use it for? Making smoothies!"
Min Lobb
Disappointment Aversion
Humans avoid situations that yield less desirable results, even if they are objectively good.
"As an idealist, I’m working on not passing up opportunities just because they might not end up as perfect as I envision them."
Catherine Loden
Ratio Preference Bias
We prefer probabilities expressed as a simple ratio vs. a percentage, even though they express the same probablities.
"1 out of 56 boys is likely to have autism now! I didn't realize how bad the situation is until I heard it presented like that!"
Chantal Louw
We respond to a positive action with another positive action, rather than objectively deciding the best action.
"If somebody holds the elevator door for me, I will always hold it for them!"
April McCormick
Peak-End Rule
We may judge an experience almost entirely on its qualities at its peak and ending, disregarding elements such as net pleasantness and duration.
"Coming back from Disney World, all I remembered was the fun times we had with family. Somehow, I forgot the 2 hour long waits! I wonder how that happens."
Ian Miller
Spotlight Effect
Humans think they are in the spotlight, with people focusing on their physical appearance and presentation, more often than they actually are.
"I can’t tell you how many times I’ve changed shirts before leaving the house just because I see an ink spot on my pocket."
Cheryl Palay
Disjunctive Rule
We establish acceptable minimums as cutoff points for certain attributes of a product rather than judge it on all attributes, as a whole.
"When I bought my new SUV, I just looked for two things - can my 120 lb dog stand upright in the trunk and is the monthly payment less than $250! You call that Disjunctive Rule?"
Katie Paulsen
Illusory Superiority
We overestimate our own desirable qualities and underestimate undesirable qualities relative to others, and through this, we make biased judgements that favor ourselves in comparison to others.
"I don’t believe I engage in activities that are distracting while driving. Well, not nearly as much as others who talk, text, eat, and drink in the car!"
Chelsea Rollins
Mere Token Effect
When deciding between options with smaller immediate payouts and larger later payouts, by adding even a minor immediate (limited value) payout to both options increases our likelihood to wait for the later option, even though nothing has really changed.
"I'm always conflicted between ordering the made-to-order chocolate soufflé (which I love!) or the pre-made cheesecake. But this time, when the waiter offered a small truffle if I ordered the soufflé, it made my decision super easy!"
Kristina Rozentsvayg
Familiarity Bias
We often select an option just because we're familiar with it, not because it is objectively the best option for that situation.
"When choosing a place for dinner, I let Familiarity Bias lead the way. I have my 2-3 favorite restaurants and when I know what I like, there's no reason for me to try anything else!"
Gillian Ruehl
Loss Aversion
We prefer to not lose what we have even if it is to get something better.
"Even though it’s not my money, and we should never need to use it, I always keep overdraft protection on all our company accounts. I guess you can say I give into Loss Aversion every time!"
Shaikat Sen
Opportunity Cost Neglect
A dollar saved is a dollar earned, but we neglect the value of a dollar saved and spend it right back.
"I was getting a new phone at Verizon and the Samsung S6 was marked down $350! I ended up getting one for me and one for my mom."
Diana Sharkey
Frequency Illusion
Once we become aware of a particular phenomenon, we start seeing it more frequently and perceive it as more frequent than it actually is.
"I no longer watch TV in the same way, thanks to Frequency Illusion! I'm either looking at ads from all the brands we've worked on or identifying the many, many heuristics on the ads!"
Sara Stave
Rosy Retrospection
Humans rate events that happened in the past more positively than they do immediately after they occurred.
"I am fascinated by how people remember things, and I love that with Rosy Retrospection, people's memories can make them happy."
Jim Vielee
Happy People, Happy Choices
When we are in a good mood, we make optimistic choices, but when we are in a bad mood, we make pessimistic ones, even though we should not let our mood determine our choices.
"I love this heuristic because I am a happy person lucky enough to enjoy the benefits happiness brings."