About 40 years ago Danny Kahneman and Amos Tversky made some wonderful discoveries. They identified a set of heuristics that people use — availability, representativeness, anchoring and adjustment, ...

Have you ever wondered why certain memories of your partner stand out more than others, shaping your perception of your relationship? This phenomenon can be explained by the availability heuristic, a ...

Forbes contributors publish independent expert analyses and insights. Bryce Hoffman writes about leadership, strategy, and decision making. This article is more than 2 years old. The availability ...

Think twice before you trust your gut, says Wray Herbert, author of the just-published On Second Thought: Outsmarting Your Mind's Hard-Wired Habits (Crown, $25). Herbert, director of science ...

Awareness advertising hacks the brain—and unless you have extremely deep pockets, it won't work for you. Why would I say something so controversial? Because today we're talking all things availability ...

Marketers and advertisers who understand the importance of customer behavior and psychology consider heuristics (simple, efficient rules—mental shortcuts—that people use to form judgments and make ...