Herbert A. Simon in the context of "Allen Newell"

Heuristics (from Ancient Greek εὑρίσκω (heurískō) 'to find, discover') is the process by which humans use mental shortcuts to arrive at decisions. Heuristics are simple strategies that humans, animals, organizations, and even machines use to quickly form judgments, make decisions, and find solutions to complex problems. Often this involves focusing on the most relevant aspects of a problem or situation to formulate a solution. While heuristic processes are used to find the answers and solutions that are most likely to work or be correct, they are not always right or the most accurate. Judgments and decisions based on heuristics are simply good enough to satisfy a pressing need in situations of uncertainty, where information is incomplete. In that sense they can differ from answers given by logic and probability.

The economist and cognitive psychologist Herbert A. Simon introduced the concept of heuristics in the 1950s, suggesting there were limitations to rational decision making. In the 1970s, psychologists Amos Tversky and Daniel Kahneman added to the field with their research on cognitive bias. It was their work that introduced specific heuristic models, a field which has only expanded since. While some argue that pure laziness is behind the heuristics process, this could just be a simplified explanation for why people don't act the way we expected them to. Other theories argue that it can be more accurate than decisions based on every known factor and consequence, such as the less-is-more effect.

The cognitive revolution was an intellectual movement that began in the 1950s as an interdisciplinary study of the mind and its processes, from which emerged a new field known as cognitive science. The preexisting relevant fields were psychology, linguistics, computer science, anthropology, neuroscience, and philosophy. The approaches used were developed within the then-nascent fields of artificial intelligence, computer science, and neuroscience. In the 1960s, the Harvard Center for Cognitive Studies and the Center for Human Information Processing at the University of California, San Diego were influential in developing the academic study of cognitive science. By the early 1970s, the cognitive movement had surpassed behaviorism as a psychological paradigm. Furthermore, by the early 1980s the cognitive approach had become the dominant line of research inquiry across most branches in the field of psychology.

A key goal of early cognitive psychology was to apply the scientific method to the study of human cognition. Some of the main ideas and developments from the cognitive revolution were the use of the scientific method in cognitive science research, the necessity of mental systems to process sensory input, the innateness of these systems, and the modularity of the mind. Important publications in triggering the cognitive revolution include psychologist George Miller's 1956 article "The Magical Number Seven, Plus or Minus Two" (one of the most frequently cited papers in psychology), linguist Noam Chomsky's Syntactic Structures (1957) and "Review of B. F. Skinner's Verbal Behavior" (1959), Plans and the Structure of Behavior by George Armitage Miller, Eugene Galanter, and Karl Pribram (1960), and foundational works in the field of artificial intelligence by John McCarthy, Marvin Minsky, Allen Newell, and Herbert Simon, such as the 1958 article "Elements of a Theory of Human Problem Solving". Ulric Neisser's 1967 book Cognitive Psychology was also a landmark contribution.

Simplicity is the state or quality of being simple. Something easy to understand or explain seems simple, in contrast to something complicated. Alternatively, as Herbert A. Simon suggests, something is simple or complex depending on the way we choose to describe it. In some uses, the label "simplicity" can imply beauty, purity, or clarity. In other cases, the term may suggest a lack of nuance or complexity relative to what is required.

The concept of simplicity is related to the field of epistemology and philosophy of science (e.g., in Occam's razor). Religions also reflect on simplicity with concepts such as divine simplicity. In human lifestyles, simplicity can denote freedom from excessive possessions or distractions, such as having a simple living style. In some cases, the term may have negative connotations, as when referring to someone as a simpleton.

Satisficing is a decision-making strategy or cognitive heuristic that entails searching through the available alternatives until an acceptability threshold is met, without necessarily maximizing any specific objective. The term satisficing, a portmanteau of satisfy and suffice, was introduced by Herbert A. Simon in 1956, although the concept was first posited in his 1947 book Administrative Behavior. Simon used satisficing to explain the behavior of decision makers under circumstances in which an optimal solution cannot be determined. He maintained that many natural problems are characterized by computational intractability or a lack of information, both of which preclude the use of mathematical optimization procedures. He observed in his Nobel Prize in Economics speech that "decision makers can satisfice either by finding optimum solutions for a simplified world, or by finding satisfactory solutions for a more realistic world. Neither approach, in general, dominates the other, and both have continued to co-exist in the world of management science".

Simon formulated the concept within a novel approach to rationality, which posits that rational choice theory is an unrealistic description of human decision processes and calls for psychological realism. He referred to this approach as bounded rationality. Moral satisficing is a branch of bounded rationality that views moral behavior as based on pragmatic social heuristics rather than on moral rules or optimization principles. These heuristics are neither good nor bad per se, but only in relation to the environments in which they are used. Some consequentialist theories in moral philosophy use the concept of satisficing in a similar sense, though most call for optimization instead.