Ch.10.ppt - F07

There are more truck drivers than such professors an

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Unformatted text preview: h professors. An Ivy league professor or a truck driver? Heuristics Availability Heuristic estimating the likelihood of events based on their availability in memory if instances come readily to mind (perhaps because of their vividness), we presume such events are common Example: airplane crash, shark attacks Thinking Overconfidence tendency to be more confident than correct tendency to overestimate the accuracy of one's beliefs and judgements Thinking Framing the way an issue is posed how an issue is framed can significantly affect decisions and judgements Example: What is the best way to market ground beef- As 25% fat or 75% lean? Thinking Belief Perseverance clinging to one's initial conceptions after the basis on which they were formed has been discredited...
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