“Kahneman and Tversky found that participants in their studies ignored the relevant statistical facts and relied exclusively on resemblance. They used resemblance as a heuristic (rule of thumb) to simplify things when making a difficult judgment. Relying on this heuristic caused predictable biases (systematic errors) in their predictions. The research partners learned that people tend to determine the importance of issues by how easy they are retrieved from their memory. This is brought about in large part by the extent of coverage of the issues in the media.”