1. Zeken Kognitiboak (cognitive miser. Fiske and Taylor )
The Cognitive Miser - one view of the social thinker is as a miser. We are limited in our capacity to process information so we take shortcuts (heuristics) whenever we can. We adopt strategies to simplify complex problems. We look for rapid answers rather than slower, more accurate solutions. Consequently, errors and biases occur from motivation (as in attribution theory) but are also due to cognitive processing inaccuracies - more efficient strategies may lead to errors.