[citation needed] After much research on categorization, and other cognitive shortcuts, psychologists began to describe human beings as cognitive misers; which explains that a need to conserve mental resources causes people to use shortcuts to thinking about stimuli, instead of motivations and urges influencing the way humans think about their world.
This concept also takes into account, and continues to study, what motivates people to use more or less mental resources when processing information about the world.
Research has found that intended outcome, relevancy to the individual, culture, and affect can all influence the way a person processes information.
These goals can range from appearing smart, courageous or likeable to affirming positive thoughts and feelings about something or someone to whom they are close or find likable.
Proponents of this approach feel that a person prefers a specific method of information-processing because it usually yields the results they wish to receive.
"Strategy of information processing" means whether a person makes a decision using bias, categories, or analytical thinking.
What makes the heuristic or method feel "right" is that the strategy accomplishes the desired goal (i.e. affirming positive beliefs of self-efficacy).
An individualist emphasizes importance on the self and is motivated by individual reward and affirmation, while a collectivist sees the world as being more group- or culture-based.