Daniel (Danny) Hahneman, Amos Tversky

* people have pre-conceived notion of "ideal" object and then compare the real object
  to this ideal to judge belonging. This comparison is not transitive

  Tel-Aviv is like New York

* people tend to see patterns where none exist

* people tend to generalize on small samples. 

* people tend to give more significance to the most vivid, most recent or most easily recalled events

* people tend to construct an explanation (possibly after the fact) to
  the events and ignore the uncertainty

* people remember the peak pain and the ending of the pain but not the duration

* bias: systemic error

* heuristics: 
  - availability
  - resemblance