Background
The similarity heuristic directly emphasizes learning from past experience. For example, the similarity heuristic has been observed indirectly in experiments such as phonological similarity tests. These tests observe how well a person can distinguish similar sounds from dissimilar ones based on a comparison to previously heard sounds. While not involving a decision making process characteristic to heuristics in general, these studies show a reliance on past experience and comparison to the current experience. In addition, the similarity heuristic has become a valuable tool in the field of economics and consumerism.
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