Forbes contributors publish independent expert analyses and insights. Bryce Hoffman writes about leadership, strategy, and decision making. The availability heuristic (or availability bias) refers to ...

A lot of scientific and popular decision-making literature is couched in a dual-process model [1]. The dual-process model pits the relatively automatic, heuristic-driven, and unconscious System 1 ...

Consumers behave in many different ways, and marketers and companies need to understand how consumers make their buying decisions. Decision Heuristics are the kind of internal criteria that consumers ...