PSYCH 120A Chapter Notes - Chapter 12.1: Attribute Substitution, Availability Heuristic, Representativeness Heuristic
Document Summary
Frequency estimate: assessment of how often various events have occurred in the past. Don"t actually have frequency info so we guess based on what we remember. Attribute substitution: rely on easily assessed info as a proxy for the info you really need. Availability heuristic: info you need is frequency but don"t know it so base judgment on availability. How easily and quickly you can come up with relevant examples. Representativeness heuristic: need a probability but rely on resemblance instead. Heuristic: efficient strategies that usually lead to the right answer but allow for errors. Rely on an attribute that is easy to access and serve as a proxy for target. E. g. are there more words beginning with r or with r in the third position. Most people will say the first b/c it is easier to come up with words that begin with r but harder to remember words that fit with the latter.
