6. Subjective Utility
• based on the individual’s judged weightings
of utility, rather than on objective criteria
Subjective Probability
• – based on the individual’s estimates of
likelihood, rather than on objective
statistical computations
7. Satisficing
- We do not consider all possible
options and then carefully
compute which of the entire
universe of options will
maximize our gains and minimize
our losses rather, we consider
options one by one, and then we
select an option as soon as we
find one that is satisfactory or
just good enough to meet our
8. Elimination By
Aspects
- offers a behavioral
explanation of the
choice process that
accounts for both the
process of choice set
formation (definition
of consideration sets)
24. • in the major premise forms the
Major predicate of the conclusion
Term
• in the minor premise forms the
Minor subject of the conclusion
Term
Middle • the categorical term
Term
25.
26. Linear Syllogism
Involves a quantitative comparison in
which each term displays either more or
less of a particular attribute or
quality, and the reasoner must draw
conclusions based on the quantification.
Example:
“John is taller than Bill, and Bill is
taller than Pete. Who is the tallest?”
27. Categorical Syllogism
Comprise two premise and a conclusion.
The premise states something about the
category membership of the terms.
Example:
Major Premise: All mammals are warm-
blooded.
Minor Premise: All black dogs are
mammals.
Conclusion: Therefore, all black dogs are
warm-blooded
28. Further aids and Obstacles
to Deductive Reasoning
Overextension • We overextend the use of strategies
that work in some syllogisms in which
Errors the strategies fail us.
Foreclosure • Failure to consider all the possibilities
Effects before reaching a conclusion.
Confirmation • We seek confirmation rather than
disconfirmation of what we really
Bias believe.
33. An Alternative View of
Reasoning
Steven Sloman suggested that
people have two distinct systems of
reasoning:
Associative System – sensitive to
observed similarities and temporal
contiguities
Rule-based System – involves
manipulations based on relations
among symbols
