People judge likelihood by how easily examples come to mind
Definition
People estimate the probability or frequency of an event based on how easily they can recall similar instances. Recent, memorable, or frequently encountered examples seem more likely to occur than they actually are.
Do
Provide concrete examples to illustrate abstract concepts
Use familiar analogies to explain new features
Make important information memorable and accessible
Share relevant case studies and success stories
Avoid
Rely on users to imagine abstract scenarios
Assume users understand risks without examples
Hide important information that should be easily recalled
Use only statistical data without concrete examples