thinking fast & slow

fast thingking :
1. expert intuition
2. heuristic

slow thinking:
a slower, more deliberate and effortful form of thinking

halo effect:
when the handsome and confident speaker bounds onto the stage, for example, you can anticipate that the audience will judge his comments more favorably then he deserves.

rule of thumb
use resemblance as a simplifying heuristic to make a difficult judgement

availability heuristic
reliance on the ease of memory search, first instance came to mind

when faced with a difficult question, we often answer an easier one instead, usually without noticing the substitution. (guided directly by feelings of liking and disliking, with litter deliberation or reasoning)