The availability heuristic in the classroom: How soliciting more criticism can boost your course ratings

This paper extends previous research showing that experienced difficulty of recall can influence evaluative judgments (e.g., Winkielman \& Schwarz, 2001) to a field study of university students rating a course. Students completed a mid-course evaluation form in which they were asked to list either 2 ways in which the course could be improved (a relatively easy task) or 10 ways in which the course could be improved (a relatively difficult task). Respondents who had been asked for 10 critical comments subsequently rated the course more favorably than respondents who had been asked for 2 critical comments. An internal analysis suggests that the number of critiques solicited provides a frame against which accessibility of instances is evaluated. The paper concludes with a discussion of implications of the present results and possible directions