The Why #39: “Why do people buy lottery tickets despite the minuscule chance of winning?

Question asked by Tess, Fitzroy

Why must we ruin everything, Tess? Sure, in reality the chances are miniscule, but dreams come true every day, don’t they? So while you’re busy doing the math (one in 292,201,338 chance of winning), I’ll be over here picking out upholstery for my new Bentley, browsing luxury accomodation in the Bahamas and deliberately sorting search results on Realestate.com.au by ‘highest price’.

Availability Bias

Availability Bias refers to our tendency to prioritise information that comes to mind quickly and easily when making decisions. Impactful memories that are recent, vivid or emotionally or personally significant are recalled more easily, and if something is easy to recall, we’re more likely to believe that it’s true or likely to happen.

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We’re an independent creative agency helping brands capitalise on the why, when, where, what and how of human behaviour.