COMM 151 Lecture 10: 151 Week 5.2
Document Summary
Availability heuristic = people make decisions based on what is easily accessible in their minds. Information that is common is more easily retrievable from memory and hence more accessible. Representativeness heuristic = when making a judgement about an individual or event , people look for characteristics the individual or event may have in common with previously formed thoughts. Judgements about people are often based on previously formed stereotypes. Judgements of events are often based on previously formed thoughts about these events that preclude attention to sample size. Framing heuristic = people make different decisions on the same problem depending on the way the problem is framed. When in the domain of gain, people tend to take few risks. When in the domain of loss, people tend to take many risks. Anchoring and adjustment heuristic = when people make decisions, they use anchors to begin their decision-making process and then fail to adjust sufficiently.