Availability Cascade

Availability Cascade

Availability cascade is a cognitive phenomenon that occurs when an idea or belief gains widespread acceptance solely because it is repeated frequently, rather than because it is based on factual evidence. In other words, the more people hear a particular idea, the more likely they are to believe it, regardless of its veracity. Availability cascade can be particularly dangerous in situations where the repeated idea is false or misleading, as it can lead to widespread acceptance of misinformation and irrational decision-making. The concept of availability cascade was first introduced by economists Timur Kuran and Cass Sunstein in the late 1990s. They argued that availability cascade is a result of people's tendency to rely on social cues and the opinions of others when forming their own beliefs. When an idea is repeated frequently enough, it becomes more salient in people's minds, and they are more likely to accept it as true. One of the key drivers of availability cascade is the media, particularly social media. In today's hyper-connected world, information can spread rapidly and widely, often without any fact-checking or critical analysis. This can lead to the rapid dissemination of false or misleading information, which can then be amplified by availability cascade. To counteract availability cascade, it is important to encourage critical thinking and skepticism, particularly in situations where information is being disseminated rapidly and widely. Fact-checking and verification are also important tools for combating availability cascade, as they can help to identify false or misleading information before it gains widespread acceptance.

cognitive bias, misinformation, social cues, critical thinking, fact-checking

— Kevin Harris