IN the world of personal finance, our brains often play tricks on us. The availability heuristic is one of the most common cognitive biases affecting financial decisions. This mental shortcut makes us ...

Awareness advertising hacks the brain—and unless you have extremely deep pockets, it won't work for you. Why would I say something so controversial? Because today we're talking all things availability ...

IMAGINE you meet someone in a suit, talking confidently about stocks. You might instantly think, “He must be good with money.” Why? Because he fits the image of a successful investor. That’s ...

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 ...