The resultant (and understandable) tendency is to avoid or abbreviate such an arduous process by selecting the first practicable candidate that presents itself. This tendency has a quirky name, “satisficing”—a term coined by economist and Nobel laureate Herbert Simon—to serve as a blend of the words satisfy and suffice. The combination reflects two simultaneous goals of a chooser when facing a decision—to make it good and to make it gone—which, according to Simon, usually means making it good enough.
