Fast and effective: Intuitive processes in complex decisions

Is it possible to carry out complex multi-attribute decisions (which require an estimation of the weighted average) intuitively, without resorting to simplifying heuristics? Over the course of 600 trials, 26 participants had to choose the better-suiting job-candidate, a task requiring comparison of two alternatives over three/four/five dimensions with specified importance weights, with a time constraint forcing intuitive decisions. Participants performed the task fast (mean reaction time (RT) ~ 1.5 s) and with high accuracy (~86%). The participants were classified as users of one of three strategies: Weighted Additive Utility (WADD), Equal Weight rule and Take-The-Best heuristic (TTB). Fifty-nine percent of the participants were classified as users of the compensatory WADD strategy and 29% as users of the non-compensatory TTB. Moreover, the WADD users achieved higher task accuracy without showing time costs. The results provide support for the existence of an automatic compensatory mechanism in weighted average estimations.