Availability Bias
Giving a greater weight to easily recalled and recent information over information that is less recallable or harder to understand. The heuristics states that if the information can be recalled then it must be important. citation:
Memory
Conditioning & Association
By pairing a product with a specific stimulus, the product will, through conditioning, become emotionally associated with the characteristics of the stimulus. E.g. Showing customers an image of a car in the context of a lovely pastoral scene will cause a conditioned emotional response to the car consistent with the positive emotional response to the …
Confabulation
We often don’t know why we do the things we do, but we are quick to make up a reason we actually believe, even though its not true. Psychologists call this ‘Confabulation’. The falsification of memory in which people fill gaps in recall with fabrications that they believe to be facts. Confabulation is, for example, …
Peak-End Rule
The peak–end rule is a psychological heuristic in which people judge experiences largely based on how they were at their peak (i.e., their most intense point) and at their end, rather than based on the total sum or average of every moment of the experience.
Arousal (Food, Sex, Danger)
The old brain, humans’ lower brain structures involved in the limbic system (the ‘lizard brain’) is constantly scanning the environment looking for any changes that signal danger, food or sex. A major job of the old brain is to keep us from harm, anything threatening our survival will get our old brain’s attention. The threat …