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Unformatted text preview: Allow us to speed up and simplify our processing Usually work fairly well, but can also mislead us AVAILABILITY HEURISTIC: judging the probability of an occurrence by the ease with which it comes to mind Can lead us to judge risk inaccurately REPRESENTATIVE HEURISTIC: judging probability of an occurrence by its similarity to a prototype Can lead to a base rate neglect - ignoring how frequent things are when judging their probability of occurrence We simplify the world, and thats necessary to function in everyday life But theres often a fine line between simplification and oversimplification We should use our schemas and heuristics but we shouldnt rely on them blindly 14:01 14:01...
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- Spring '11