What is Attribute substitution?
Attribute substitution occurs when someone needs to assess a complex attribute (the target) but unconsciously substitutes a simpler, more accessible attribute (the heuristic) instead. Daniel Kahneman proposed this as the core mechanism underlying many cognitive biases.
How it works
When asked a difficult question like ‘How happy are you with your life overall?’, people often substitute an easier question like ‘What is my mood right now?’ The substitution happens automatically and without awareness. The process requires three conditions: the target attribute is relatively inaccessible, a related heuristic attribute is readily available, and the substitution is not detected and corrected by deliberate reasoning.
Applied example
A hiring manager asked to evaluate a candidate’s job competence may unconsciously substitute the easier judgment of how likeable and articulate the candidate seemed in the interview, a related but different attribute that favors extroverts.
Why it matters
Attribute substitution is the unifying mechanism behind heuristics like availability, representativeness, and affect, making it a foundational concept for understanding systematic judgment errors.
