Representation bias occurs through memory
recall. When a decision maker has to analyze the
options of a decision, he tends to recall a
memory or experience that is similar to the
present decision-making situation. In the
representative heuristic we compare the similarity
of two objects and assume that one is like the
other (Aronson, 1999).
The representativeness heuristic argues that
people see commonality between items or
people of similar appearance, or between an
object and a group it appears to be a part of.
If I meet three people from a company and they are
all aggressive, I will assume that the company has
an aggressive culture and that most other people
from that firm will also be aggressive.
whenever we see a beggar, he or she must be poor,
that’s our first thought. However, there are cases
where some of them live in big houses!
Another example, bad drivers – if you see a bad
driver, it must be a lady! So all these are
According to above said discussion I can
conclude that people use the representative
heuristic to make judgments or form
impressions about someone or something.