Meanwhile, the millions of faithful politicians, and the millions of unfaithful accountants, plumbers, teachers, and others, pass by unnoticed. The availability heuristic works by making vivid, memorable events seem more common than they actually are. For marketers and advertisers, the availability heuristic represents both a powerful tool and a dangerous trap. The influencer’s endorsement creates a vivid, personal connection that becomes easily recalled during future purchasing decisions. Nike’s Waye Rooney red cross advert generated enormous backlash and praise in equal measure, but it also created highly vivid, easily recalled associations with the brand.