Content-blind norms, no norms, or good norms? A reply to Vranas

In the psychology of thinking, little thought is given to what constitutes good thinking. Instead, normative solutions to problems have been accepted at face value, thereby determining what counts as a reasoning fallacy. I applaud Vranas (Cognition 76 (2000) 179) for thinking seriously about norms. I do, however, disagree with his attempt to provide post hoc justifications for supposed reasoning fallacies in terms of 'content-neutral' norms. Norms need to be constructed for a specific situation, not imposed upon it in a content-blind way. The reason is that content-blind norms disregard relevant structural properties of the given situation, including polysemy, reference classes, and sampling. I also show that content-blind norms can, unwittingly, lead to double standards: the norm in one problem is the fallacy in the next. The alternative to content-blind norms is not no norms, but rather carefully designed norms.