No. #11

Base Rate Fallacy
- Neglecting Base Rates

The tendency to ignore base rate information (generic, general information) and focus on specific information (information only pertaining to a certain case). This can lead to skewed perceptions of a product's usefulness or safety.

Read more on Wikipedia

Product example

Users might ignore the general safety record of an airline, focusing instead on recent, high-profile incidents when choosing flights.

Empathy tips


Highlight Comprehensive Data

Present both specific and base rate data to users in a clear manner.


Educational Content

Provide educational content that explains the importance of base rates in decision-making.


Balanced Presentation

Ensure that information is presented in a balanced manner, highlighting both specific cases and general trends.


User Engagement

Engage users with quizzes or surveys to reinforce understanding of base rates.

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