Availability Heuristic & The Influence of Framing - Chapter 8

Question 1

Availability Heuristic

Answer 1

• Estimating the frequency of an event based on how easily examples of it come to mind
• Frequency information
  substituted with ease of
  examples coming to mind
• Constant media exposure to certain events can provide an example that is ‘top of mind’

Question 2

Emotion-Based Decisions

Answer 2

Emotional memories are particularly influential for our availability heuristic

Question 3

Framing Questions

Answer 3

• Parent A:
  
  • Average income
  • Average health
  • Average working hours
  • Reasonable rapport with the child
  • Relatively stable social life
• Parent B:
  
  • Above average income
  • Very close relationship
    with the child
  • Very active social life
  • Minor health problems
  • Lots of work-related travel
• Two different questions:
  
  • To which parent would you award sole custody?
  • To which parent would you deny
    sole custody?

Question 4

Framing of Outcomes

Answer 4

• Imagine an outbreak of a disease is expected to kill 600 people. Two programs to combat the disease are possible:
  
  • If Program A is adopted, 200 people will be saved
  • If Program B is adopted, there is a one- third probability that 600 people will be saved, and a two-thirds probability that
    no one will be saved
  • If Program A is adopted, 400 people will die
  • If Program B is adopted, there is a one-third probability that no one will die and a two-thirds probability that 600 people will die

Question 5

Framing in the Real World

Answer 5

• Political Polls
• Sales and negotiating tactics
• Anchoring effect