Cognitive Biases — Availability heuristic

Judging situations based on recall rather than fact

Kelly Sikkema — Unsplash

“The attention which we lend to an experience is proportional to its vivid or interesting character; and it is a notorious fact that what interests us most vividly at the time is, other things equal, what we remember best.”
— William James from the book The Principles Of Psychology

The mechanics of the availability heuristic

People tend to assess the relative importance of issues by the ease with which they are retrieved from memory — and this is largely determined by the extent of coverage in the media.

Photo by Jelleke Vanooteghem on Unsplash

Designing better products

UK Lottery Promotional Banner
Photo by David Clode on Unsplash

Further reading



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Michael Gearon

Senior Interaction Designer and Author of Tiny CSS Projects book. Living in Cardiff, South Wales, interested in human psychology and behaviours.