A more common version of the familiarity heuristic: people are more likely to buy stock in a new company if its name is easy to say and read. The fluency heuristic? If you read instructions for ...

This essay on the "Piece of Cake Heuristic" does not appear in the book, but it is closely related to the "fluency heuristic"--discussed in detail in Chapter 4.

This phenomenon is known as the “familiarity effect” or “fluency heuristic” and has been documented by a relatively ample body of research. Last year, a psychologist at Vanderbilt found th ...