The availability heuristic suggests that we tend to believe that information that comes to mind easily is encountered more often. While this principle does hold some truth, as our experiences can indeed influence our memories, it overlooks other factors that contribute to how readily information is recalled. This means that memories can be shaped not just by how often we experience something, but also by how striking or memorable that experience is.

In his book "The Paradox of Choice: Why More Is Less," Barry Schwartz emphasizes that the effect of memory on our decision-making can be misleading. Our tendency to rely on memorable or vivid instances can skew our perception of frequency, leading to potentially flawed judgments about reality. Understanding both frequency and salience is crucial for a complete view of how we process information and make choices.