A 'sample' is not only a concept from statistics that has
penetrated common sense but also a metaphor that has inspired much
research and theorizing in current psychology. The sampling
approach emphasizes the selectivity and the biases that are
inherent in the samples of information input with which judges and
decision makers are fed. As environmental samples are rarely
random, or representative of the world as a whole, decision making
calls for censorship and critical evaluation of the data given.
However, even the most intelligent decision makers tend to behave
like 'naive intuitive statisticians': quite sensitive to the data
given but uncritical concerning the source of the data. Thus, the
vicissitudes of sampling information in the environment together
with the failure to monitor and control sampling effects adequately
provide a key to re-interpreting findings obtained in the last two
decades of research on judgment and decision making.
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