Availability Bias

Participants were asked : 

  • Are there more words starting witht ‘K’? 
  • or and there more words with ‘K’ as their third letter ? 
Because words beginning wit ‘K’ are easier to remember, most participants incorrectly chose A)

We perceive things as more frequent just because we can redily recall examples

See the full study here :

Tversky, A., & Kahneman, D. (1973). Availability: A heuristic for judging frequency and probability. Cognitive psychology5(2), 207-232,

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