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Week 3: heuristics (cognitive heuristics: processes complex information…
Week 3: heuristics
cognitive heuristics: processes complex information quickly and efficiently; rules of thumb to estimate prob of consequences and assess arguments
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availability heuristic: the more we hear about an event, the more likely we imagine it will happen
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heuristics
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3 key characteristics
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adaptive, help respond effectively
advantages
lead to better decisions than info processing; simplify everyday decisions; quick when you lack time, energy, and motivation
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celebrity endorsement
well-known figure--> familiarity, likeability, congruence
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