There are more publicity campaigns for breast cancer, and the 'pink ribbon' associated with breast cancer research is a very well-known brand. Women are more likely to worry about breast cancer than heart disease, even though heart disease is far more common. This is because of the

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The availability heuristic is a cognitive bias in which people estimate the likelihood of an event based on how easily it comes to mind. In this case, the prevalence of breast cancer awareness campaigns and the popularity of the pink ribbon brand make breast cancer more salient and memorable, leading women to overestimate its likelihood compared to heart disease.

There Are More Publicity Campaigns for Breast Cancer, and the 'Pink