QUOTE : Humans are cognitive misers because their basic tendency is to default to Type I processing mechanisms of low computational expense. Using less computational capacity for one task means that there is more left over for another task if they both must be completed simultaneously. This would seem to be adaptive. Nevertheless, this strong bias to default to the simplest cognitive mechanism-to be a cognitive miser-means that humans are often less than rational. Increasingly, in the modern world we are presented with decisions and problems that require more accurate responses than those generated by heuristic processing. Type i processes often provide a quick solution that is a first approximation to an optimal response. But modern life often requires more precise thought than this. Modern technological societies are in fact hostile environments for people reliant on only the most easily computed automatic response. Think of the multi-million-dollar advertising industry that has been designed to exploit just this tendency. Modern society keeps proliferating situations where shallow processing is not sufficient for maximizing personal happiness-precisely because many structures of market-based societies have been designed explicitly to exploit such tendencies. Being cognitive misers will seriously impede people from achieving their goals.