# 49. Manipulation of bias and heuristics in decision making ## 49.5. Methodology/Refinements/Sub-species ### 49.5.3. Availability heuristic We frequently overestimate the likelihood of events with greater "availability" in our memory. Recent, unusual or emotionally charged memories may play an important role. A manipulator can keep an event or subject at the front of the victim's mind (memory) by constantly reminding him of it, or vice versa, keep it at the back by ignoring it completely.