The anchoring and adjustment heuristic comes in to play when consumers base their predictions on the quickness and ease with which a particular example of an outcome comes to mind.

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The anchoring and adjustment heuristic involves making estimates or decisions starting from an initial value (the anchor) and then adjusting away from that anchor to reach a final decision or estimate. The description given refers more closely to the availability heuristic, which is about judging the frequency or likelihood of an event based on how easily examples come to mind.

The Anchoring and Adjustment Heuristic Comes in to Play When