HEURISTICS.

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Presentation transcript:

HEURISTICS

Representative Heuristic The process of making decisions about a sample according to the population that the sample appears to represent Linda is 31 years old, single, outspoken and very bright. She majored in philosophy. As a student, she was deeply concerned with issues of discrimination and social justice, and also participated in antinuclear demonstrations.

Representative Heuristic a. Linda is a bank teller. b. Linda is a bank teller & active in the feminist movement.

Availability Heuristic The tendency to make decisions on the basis of information that is available in one’s immediate consciousness

Anchoring Heuristic The tendency to make decisions based on certain ideas or standards that serve as an anchor for other people

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