The framing effect: the same truth, two different decisions
"90 per cent survive" and "10 per cent die" say the same thing. Yet people, doctors included, make different decisions depending on how the information is presented.
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The availability heuristic: why we fear the wrong things
The more easily an example comes to mind, the more frequent it seems. This mental shortcut often works, but it also makes us afraid of planes and forget everyday risks.