Decision-Making Techniques and Confidence
| Heuristic | Agreement (scored 1–7) | |
|---|---|---|
| M | SD | |
| Take the best: The creative work we thought would be best for the client or sponsor | 5.75 | 1.34 |
| Tallying: The creative work with the highest number of favorable points about it | 4.70 | 1.87 |
| Instinct: We followed our instincts. | 4.57 | 1.82 |
| Satisficing: The first creative work that exceeded our objectives; we then ignored the rest. | 4.02 | 2.03 |
| Majority: The creative work most people wanted | 3.93 | 1.84 |
| Algorithmic: The creative work that proved best on the basis of analysis of the data | 3.87 | 1.97 |
| Defer: The creative work the client wanted | 3.91 | 1.76 |
| Experience: The creative work that the most experienced person in our team wanted | 3.36 | 1.85 |
| Hierarchy: We chose the creative work that senior managers wanted. | 2.95 | 1.77 |
| Recognition: The creative work we most recognized | 2.86 | 1.70 |
| Default: The creative work most similar to what we normally choose to do | 2.84 | 1.53 |
| Equality: We didn't make a choice; we allocated resources equally to all competing creative works. | 2.88 | 1.81 |
| Fluency: The creative work we recognized quickest | 2.51 | 1.57 |
Note: N = 69.