A matter of time: Antecedents of one-reason decision making based on recognition

► We test a central aspect of adaptive decision making: the role of effort-reduction. ► Sophisticated modelling of choice data is used to critically test the hypotheses. ► Two experiments confirm that time pressure fosters use of a simple heuristic. ► Vitally, effects hold even for mild pressure without opportunity costs. ► Results are among the first to trace the antecedents of the recognition heuristic.