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behavioral-cards-Availability-heuristic

We assess the frequency or probability of an event by the degree to which that event is ‘‘available’’ in memory.

  • What is the deadliest marine animal? Sharks? No! Jellyfish and Urchins cause more deaths than sharks every year. Sharks are just easier to remember.

  • Feeling secure is a driver to look for challenges, and feeling insecure is a reason to avoid them


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