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Interpreting Data Mining Results: The Influence of Heuristics by Ed Colet
"The similarity heuristic comes into play in the analysis of financial data and stock market predictions. For example, continued and rapid escalations in the stock prices of companies (some of which have yet to turn a profit) is surprising because this pattern of continued escalations is very dissimilar to the more minor upward and downward fluctuations that we've come to expect. (This assumes that the stock market really isn't different from a random process akin to flipping a coin - stock prices can go up or down on a given day. Therefore this pattern isn't really any different than a pattern represented as a sequence of coin flips.)"