In psychology, a heuristic is an easy-to-compute procedure or "rule of thumb" that people use when forming beliefs, judgments or decisions. The familiarity heuristic was developed based on the discovery of the availability heuristic by psychologists Amos Tversky and Daniel Kahneman. It can be applied to various situations that individuals experience in real life when these situations appear similar to previous situations, especially if the individuals are experiencing a high cognitive load. This heuristic is useful in most situations and can be applied to many fields of knowledge including medicine, psychology, sports, marketing, outdoor activities, and consumer choices.
Read more about Familiarity Heuristic: Definition and History, Important Research, Applications, Current Criticisms
Famous quotes containing the word familiarity:
“We are rarely able to interact only with folks like ourselves, who think as we do. No matter how much some of us deny this reality and long for the safety and familiarity of sameness, inclusive ways of knowing and living offer us the only true way to emancipate ourselves from the divisions that limit our minds and imaginations.”
—bell hooks (b. 1955)