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Recency Bias
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A cognitive bias, often called the 'availability heuristic', is where people will favour recent events over historic ones.
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Introduction
As an example, when presented with a list of things to remember, people are more likely to remember both the first and last items, than those in the middle.
People also overestimate the probability of an event happening again, immediately after it has happened.
For instance, people who have just won the lottery may perceive that they have a greater chance of winning again, despite knowing that the odds are the same as they were the previous week.
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Potential impacts
Sharing & referrals
- If the most recent experience of your product was negative, the user will be far less likely to recommend it to a friend (i.e., even if 99% of the other interactions have been positive).
Attention & interest
- People pay more attention to recent experiences.
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Written by Peter Ramsey
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