The Availability Heuristic

question 48

Multiple Choice

The availability heuristic

• A)is a time-consuming strategy,so it is employed by participants only when a judgment requires special care.
• B)leads us to overestimate frequency if category members are particularly difficult to remember.
• C)leads us to underestimate frequency because there are usually more category members beyond the ones we recall.
• D)often,but not always,leads to correct estimates because availability in memory is often correlated with frequency in the world.

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Definitions:

Comparative Advertising

A marketing strategy where a brand compares its products or services directly with those of competitors in order to highlight its advantages.

Citrucel

A brand of fiber supplement that is used to treat constipation and maintain digestive health.

Metamucil

A brand of fiber supplement that is commonly used to treat constipation and improve digestive health.

Reinforcement Advertising

Advertising aimed at reminding current customers of a product's existence and its benefits, thus enhancing brand recall and loyalty among the target audience.