“…The most widely studied lay theory of memory is at the heart of Tversky and Kahneman's (1973) availability heuristic. It correctly holds that it is easier to recall examples when many rather than few exist in the world; hence people infer frequency and typicality from ease of recall (Schwarz et al, 1991;Tybout, Sternthal, Makaviya, Bakamitsos, & Park, 2005;Wanke, Bohner, & Jurkowitsch, 1997). However, people hold many other, usually correct, lay theories of memory.…”