• About
    • About the Center for Public Interest Communications
    • What is Public Interest Communications?
    • Our Team
    • Theories We Use
    • Center Updates
    • Programs & Affiliates
      • frank gathering
      • The Research Prize in Public Interest Communications
      • Journal of Public Interest Communications
      • UF Programs
    • Our Approach to Generative Artificial Intelligence
    • Contact Us
    • Job: Center Research Assistant
  • SOLUTIONS
    • Beyond Raising Awareness
    • Become a Great Science Communicator
    • Fixing Data’s Demand Problem
    • Why your narrative change strategy isn’t working
    • How to reach people who don’t already agree with you
    • Why Your Science Communication Isn’t Landing
    • Services
      • Strategy Consulting
      • Issue Research
      • Training – Frameworks and Custom
  • Frameworks
  • Training
    • Programs
    • Professional Development
      • Learn on your schedule
      • Beyond raising awareness: How to create lasting change
      • Science Communications Course 
      • Strategic Communications Academy for UF Leaders & Scholars
  • RESOURCES
    • Case Studies
    • Newsletter
    • Scholarship & Publications
Center for Public Interest Communications
Support
  • About
    • About the Center for Public Interest Communications
    • What is Public Interest Communications?
    • Our Team
    • Theories We Use
    • Center Updates
    • Programs & Affiliates
      • frank gathering
      • The Research Prize in Public Interest Communications
      • Journal of Public Interest Communications
      • UF Programs
    • Our Approach to Generative Artificial Intelligence
    • Contact Us
    • Job: Center Research Assistant
  • SOLUTIONS
    • Beyond Raising Awareness
    • Become a Great Science Communicator
    • Fixing Data’s Demand Problem
    • Why your narrative change strategy isn’t working
    • How to reach people who don’t already agree with you
    • Why Your Science Communication Isn’t Landing
    • Services
      • Strategy Consulting
      • Issue Research
      • Training – Frameworks and Custom
  • Frameworks
  • Training
    • Programs
    • Professional Development
      • Learn on your schedule
      • Beyond raising awareness: How to create lasting change
      • Science Communications Course 
      • Strategic Communications Academy for UF Leaders & Scholars
  • RESOURCES
    • Case Studies
    • Newsletter
    • Scholarship & Publications
  • Theories We Use

Availability Bias

  • November 16, 2021
  • 1 minute read
Total
0
Shares
0
0
0
0

We use mental shortcuts when judging how likely or frequently an event will happen, because we tend to remember our most recent experience and therefore we put more value on that information. This affects people when they are thinking about how likely something is to reoccur. If a recent event produced strong emotions in us, we’re more likely to think this event will happen again. 

Citation: Tversky, A., & Kahneman, D. (1973). Availability: A heuristic for judging frequency and probability. Cognitive Psychology, 5(2), 207-232.

Total
0
Shares
Share 0
Tweet 0
Share 0
Next Article
  • Theories We Use

Construal Level Theory

  • November 16, 2021
View Post
Professional Development
  • Beyond raising awareness: How to create lasting change
  • Science Communications Course 
  • Strategic Communications Academy for UF Leaders & Scholars
More of our work
  • How to Tell Stories About Complex Issues
  • The Science of Story Building
  • Illustration by Ailadi
    Outsmart Gender Bias through Design
  • Illustration by Ailadi
    Communicating Complexity in the Humanitarian Sector
Latest from the Center
  • Most Americans Support Freedom of Information. Almost None Have Ever Used It.
  • October 2025 nationwide survey sheds light on Americans’ increasing worry about housing affordability
  • 2025 ‘Real Good Census’ Reveals a Strategically Vital Field with Strong Rewards, Marking Significant Growth
  • composite image of Audrey Goldfarb and text stating "Science isn't personal: why communicating emotion isn't 'soft,' it's strategic"
    Changemakers in Action: Dr. Audrey Goldfarb
How We Help – Case Studies
  • BROKE project screenshot
    Re-examining narratives on poverty and wealth — the BROKE project
  • illustration of hand holding United States flag
    Covering immigration in local news—an exploration by Define American
  • UpTogether - Case Study - The Center for Public Interest Communications
    Using Research to Change Narratives About Direct Cash Assistance for UpTogether
UF Logo

Center for Public Interest Communications
PO Box 118400
Gainesville, FL 32611-8400

An auxiliary unit of the College of Journalism and Communications

Copyright © 2026

Contact Us

We are eager to chat with you about your project or training need.

Send us a note

The Center for Public Interest Communications, the first of its kind in the nation, is designed to study, test and apply the science of strategic communication for change. We are based at the University of Florida College of Journalism and Communications.

  • Change Communication
  • Science Communication
  • Strategic Communication
  • Broader Impacts
  • Public Interest Communication
  • Narrative Change
  • Leadership Development
  • Strategy Development
  • Effective Presentations
  • Research Translation & Insights

Input your search keywords and press Enter.