The availability heuristic, also known as the availability heuristic, is a psychological concept that significantly influences the way we think and make decisions. This cognitive bias occurs when people overestimate the probability of an event or the frequency of a phenomenon based on the ease with which they can recall examples or information about it. In other words, the easier we can remember something or recall information about it, the more likely we think it is.

This heuristic can occur in different areas of life. For example, people tend to overestimate the likelihood of aeroplane accidents if they have recently heard about such an accident in the news. Similarly, they may overestimate the risk of shark attacks if they have recently read a report about such an incident. In both cases, the availability heuristic causes people to distort their perceptions and decisions based on recent, readily available information.

Another example of the availability heuristic can be found in advertising. Brand companies invest considerable resources in advertising campaigns to ensure that their products and messages are present in the minds of consumers. Why? Because consumers are more likely to choose these products if they have recently seen adverts for them. The brand is readily available in their memory, so it appears familiar and trustworthy to them.

It is important to note that the availability heuristic does not always lead to correct conclusions. Just because we can easily remember certain information does not necessarily mean that it is representative or true. This can lead to incorrect judgements and decisions.

To minimise the impact of the availability heuristic, it is advisable to think critically, consult different sources and be aware of how readily available information can influence our opinions and decisions. This heuristic is an example of the many cognitive biases that shape our thinking, and it emphasises the importance of a rational and evidence-based approach to evaluating information and solving problems.