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What is Availability heuristic?

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Definition of Availability heuristic



 The availability heuristic refers to a cognitive bias in which one reasons or makes inferences based on easily remembered information or recently encountered information. It is also called the ease heuristic because it evaluates based on information that is easy to remember.

 


Features of the Availability heuristic

     The availability heuristic makes us prefer information that can be easily figured out over objective information or statistics.
     Limited rationality leads to availability heuristics. In other words, the availability heuristic is in contrast to rational judgment.
     Humans have been learning the availability heuristic to make quick decisions in hunting and gathering for thousands of years. If you try to make rational judgments even in your daily thoughts, you will be wasting time and mentality.
      The availability heuristic leads to overestimating the big things that rarely happen over the small things that happen often.


Examples of Availability heuristics


 The use of the availability heuristic can be easily seen in advertisements and in the media.


First, let's look at a press example of the availability heuristic.

 The most common example of the availability heuristic is the crash of an airplane. If you look at objective statistics or information for a moment, you can, of course, see that the probability of a car accident is higher than that of an airplane. But the media reports more plane crashes than car crashes. Accordingly, people make irrational judgments such as "Isn't it dangerous to see airplane accidents on the news every day?" through the availability heuristic. As a result, the preference for a car over an airplane increases the chance of an accident.


 Advertising is another prime example of the availability heuristic. There is. Using the availability heuristic, when you hear the name of a company or product, you immediately recall a keyword.

 Diamond = immortality, true love

 A successful marketing example is Cecil Rhodes's Diamond Marketing. In this way, it can be seen that the availability heuristic is well used to maximize profits by matching keywords such as diamond = immortality and true love to people's perceptions through advertisements.


Availability heuristic three-line summary

-Availability heuristic refers to a cognitive bias that infers information that can be easily remembered.

-Availability heuristics help humans make quick decisions about survival. However, it is far from a rational judgment due to its limited rationality.

-Availability heuristic is used by media reports of accidents or advertisements.





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