Technique: Create irrelevant associations to the past in order to influence current decision-making. (See “Define the event”) ex. We may see a political candidate as “presidential” simply because he shares some irrelevant mannerisms (or even a name) with one of our favorite politicians from the past or view a college athlete as pro material because he is perceived to fit the mold of past successes. Hits like LT. Shoots like Michael Jordon.