1. Does cognitive heuristics help
electorate make better decisions
and vote for right candidate?
Zhou Hao 11186119
Kittikun Sangnin 11307345
Jiayuan Huang 11472267
2. Introduction
• Cognitive Heuristics
• Our question
• Why is it Interesting?
public issues
effectiveness of decision making process by voters
right leader?
3. Literature Review
• Political Cognitive Heuristics
Party Affiliation
Ideology
Endorsements
Polls result
Candidates’ Appearance
• Lau and Redlawsk’s Hypotheses
All voters employ heuristics
Effectiveness vs. Sophistication
Complexity of Situation vs. Frequency/Accuracy of
Use
4. Literature Review (Continue)
• Methodology : Dynamic Process Tracing, Mock
Election
• Analysis of Result
• Their Discussion
5.
6.
7.
8.
9.
10. Discussion
• Result of using cognitive heuristic
Efficiency
Political experts
Biases
Direct Measure
Political Sophistication
Situational Factors
11. Reflection
• Limitations of article
Research design lack in “mundane realism”
Evaluation of the candidates’ effectiveness lack in
the appropriate measurement
Study is held on the large scale of area, it should be
carried out the small primary election
12. Conclusion
• voters applied the cognitive heuristics in
decision making
• It is reasonable to conclude that the political
sophistication result in the better use of
cognitive heuristic.
• In the complex environment, there is an
increase in the probability of application of the
cognitive heuristic by voters.
13. Reference
• Lau, Richard R., Redlawsk, David P., 2001.
‘Advantages and Disadvantages of Cognitive
Heuristics in Political Decision Making’.
American Journal of Political Science
45(October):951-971.
• Kahneman, Daniel, Paul Slovic, and Amos
Tversky, Eds. 1982. ‘Judgement Under
Uncertainty:Heuristics and Biases’. N` ew York:
Cambridge.
