Effort heuristic

The effort heuristic is a mental rule of thumb in which the quality or worth of an object is determined from the perceived amount of effort that went into producing that object. In brief, the effort heuristic follows a tendency to judge objects that took a longer time to produce to be of higher value. The more effort invested in an object, the better it is deemed to be. This is especially true in situations where value is difficult to assess or the evaluator lacks expertise in the appraisement of an item. People use whatever information is available to them and effort is thought to generally be a reliable indicator of quality. The effort heuristic is a mental rule of thumb in which the quality or worth of an object is determined from the perceived amount of effort that went into producing that object. In brief, the effort heuristic follows a tendency to judge objects that took a longer time to produce to be of higher value. The more effort invested in an object, the better it is deemed to be. This is especially true in situations where value is difficult to assess or the evaluator lacks expertise in the appraisement of an item. People use whatever information is available to them and effort is thought to generally be a reliable indicator of quality. An example of this would be the comparison of $100 earned, and $100 found. If someone finds $100 they are more inclined to go spend it on a whim, but if that $100 is part of a hard-earned paycheck, they are less likely to squander it away. Another way that effort heuristic can be considered is the amount of effort a person will put into an action depending on the goal. If the goal is of little importance, the amount of effort a person is willing to put into it is going to be lower. There is experimental evidence that supports the notion that people sometimes use the effort that has been put into doing something as an estimate for its quality. The seminal study that investigated this phenomenon was done by Kruger, Wirtz, Van Boven, and Altermatt (2004). They conducted three experiments in which participants made judgments of quality—a poem in Experiment 1, paintings in Experiment 2, and medieval arms and armor in Experiment 3. In each experiment, they manipulated the effort seemingly invested in the objects' creation. Despite the fact that the actual quality of the work remained the same, they anticipated that manipulations in supposed effort would influence perceived quality.