Heuristics - Availability heuristic
3 important questions on Heuristics - Availability heuristic
Elements of availability heuristic:
- Question
- Probe memory
- Retrieve items that are associated with the probe
- Assess ease of recall (amount fluency)
- Estimate frequency/probability
Availability heuristic can also be a bias, how?
- Too much emphasis on salient, recent, vivid, plausible events
- Probably explains why you believe...
...to get soaked in rain when you don’t carry an umbrella
...that athletes are “jinxed” when commentaries praise them prior to an error
When availability becomes a bias, what are marketing tactics?
- Make important attributes in decisions vivid and very easy to bring to mind, for example with repetition and visual language
- Familiar brands come to mind easily
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