Consumer Behaviour

Heuristics & Biases

Understand common heuristics—availability, anchoring, representativeness—and biases such as confirmation and overconfidence that affect judgment.

Availability heuristic judges likelihood by:

statistical data

random sampling

expert opinion

ease of recall

Events more easily recalled seem more probable.

Anchoring bias occurs when initial info ______ subsequent judgments.

improves

validates

ignores

skews

Anchors influence adjustments insufficiently.

Representativeness heuristic wrongly equates similarity with:

cost

utility

time

probability

Similarity doesn’t guarantee probability.

Confirmation bias leads to:

seeking disconfirming evidence

balanced analysis

seeking supporting evidence

random selection

People favor info that confirms beliefs.

Overconfidence bias makes people:

accurately estimate

overestimate abilities

underestimate abilities

ignore tasks

They are too confident in judgments.

Availability bias can be reduced by:

groupthink

statistical reasoning

gut feeling

anchoring

Data reduces reliance on memory.

Anchoring effect is strongest when adjustments are:

complete

insufficient

irrelevant

accurate

Adjustments from anchor often fall short.

Representativeness can lead to:

holistic view

base rate neglect

better predictions

data accuracy

Ignoring base rates is common.

Confirmation bias is mitigated by:

single source

group agreement

Devil’s advocacy

rapid decisions

Challenging views reduces bias.

Overconfidence is measured by:

calibration tests

random guessing

polls

surveys only

Calibration measures accuracy vs confidence.

Starter

Understand the basics.

Solid

Good grasp of concepts.

Expert!

Deep command of topic.

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