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Heuristic Methods
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Availability Heuristic
The availability heuristic is a mental shortcut that relies on immediate examples that come to a person's mind when evaluating a specific topic, concept, method or decision. For example, a person might overestimate the risk of a terrorist attack after seeing news reports about terrorism.
Representativeness Heuristic
The representativeness heuristic is used when making judgments about the probability of an event under uncertainty. It assumes that objects or events that are similar to existing prototypes are more likely to belong to that category. For instance, believing someone is a librarian based on stereotypical traits associated with librarians.
Anchoring Heuristic
The anchoring heuristic is a cognitive bias where an individual relies too heavily on an initial piece of information offered (the "anchor") when making decisions. For example, the initial price offered for a used car sets the standard for the rest of the negotiations, affecting the final price agreed upon.
Affect Heuristic
The affect heuristic is a type of mental shortcut where a person's emotional response to a stimulus influences the way they perceive risks and benefits. For instance, if an individual likes an activity, they might underestimate its risks and overestimate its benefits.
Recognition Heuristic
The recognition heuristic is a rule of thumb where, if one of two objects is recognized and the other is not, the recognized object is perceived to have the higher value in some respect. An example would be if someone believes that the city with the more recognizable name is larger or more important.
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