Alicorn comments on Fundamentally Flawed, or Fast and Frugal? - Less Wrong
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My guess is that this would stop working if you did it with people who do have special stock related knowledge. The recognition heuristic is most effective when you've heard of comparatively few things. For instance, on the "which city is bigger" test, Germans were shown to do better for American cities than Americans did, and vice-versa, because Americans are more likely than Germans to have heard of small American cities and vice-versa.