When making decisions or judgments, we are more influenced by memories and thoughts that are easily recalled than those which are harder to remember. This is why documentaries have such an immediate effect on our beliefs toward the topic of the movie; our immediate thoughts are full of the arguments and reasoning we just saw in the documentary. Since we remember those arguments most clearly, they have more influence over our beliefs.
The Availability Heuristic can play to your favor or your demise. Since customers’ opinions can be swayed in the short term through this method, it is important to know what competing marketing is out there influencing their opinions. Once you know that, you can take control of the narrative. Build your campaigns with an Educational style in a way that teaches the audience something they don’t already know—but which supports your brand’s position instead of your competitors’.