Marketing’s Least Loved: Availability bias
In her regular column for Mumbrella, VMLY&R chief strategy officer Alison Tilling looks at the impact of the mind amid marketing.
Do more words in the English language start with the letter ‘k’, or have the letter ‘k’ as their third letter? Got your answer? More on that later, but first, some context…
What is the availability heuristic, or availability bias?
It’s the human tendency to think that examples of things that come readily to mind are more representative than is actually the case. In Thinking Fast and Slow, psychologist and economist Daniel Kahneman described it as the tendency “to assess the relative importance of issues by the ease with which they are retrieved from memory”.
