Amos Tversky

Cognitive psychologist. With Daniel Kahneman he described heuristics, biases, and the framing of decisions under uncertainty.

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Amos Tversky (1937–1996) was a cognitive psychologist. With Daniel Kahneman he described how people use heuristics to judge under uncertainty, and how those shortcuts can produce systematic biases.

His work on anchoring, availability, representativeness, and prospect theory helps explain why the order, framing, and reference point of an interface change the context of a decision even when the options themselves have not changed.