A lack of appetite for information and computation. Simple heuristics in food choice.

The predominant, but largely untested, assumption in research on food choice is that people obey the classic commandments of rational behavior: they carefully look up every piece of relevant information, weight each piece according to subjective importance, and then combine them into a judgment or choice. In real world situations, however, the available time, motivation, and computational resources may simply not suffice to keep these commandments. Indeed, there is a large body of research suggesting that human choice is often better accommodated by heuristics-simple rules that enable decision making on the basis of a few, but important, pieces of information. We investigated the prevalence of such heuristics in a computerized experiment that engaged participants in a series of choices between two lunch dishes. Employing MouselabWeb, a process-tracing technique, we found that simple heuristics described an overwhelmingly large proportion of choices, whereas strategies traditionally deemed rational were barely apparent in our data. Replicating previous findings, we also observed that visual stimulus segments received a much larger proportion of attention than any nutritional values did. Our results suggest that, consistent with human behavior in other domains, people make their food choices on the basis of simple and informationally frugal heuristics.

Blind haste: As light decreases, speeding increases.

Worldwide, more than one million people die on the roads each year. A third of these fatal accidents are attributed to speeding, with properties of the individual driver and the environment regarded as key contributing factors. We examine real-world speeding behavior and its interaction with illuminance, an environmental property defined as the luminous flux incident on a surface. Drawing on an analysis of 1.2 million vehicle movements, we show that reduced illuminance levels are associated with increased speeding. This relationship persists when we control for factors known to influence speeding (e.g., fluctuations in traffic volume) and consider proxies of illuminance (e.g., sight distance). Our findings add to a long-standing debate about how the quality of visual conditions affects drivers' speed perception and driving speed. Policy makers can intervene by educating drivers about the inverse illuminance‒speeding relationship and by testing how improved vehicle headlights and smart road lighting can attenuate speeding.