Tufan, EkremEngin, Burcuİmer, YoncaAycan, Merve2025-01-272025-01-2720191569-3759https://doi.org/10.1108/S1569-375920190000101014https://hdl.handle.net/20.500.12428/12841In this chapter, the authors studied cognitive biases such as certainty effect, isolating effect, and overconfidence effect in the Turkish version of “Who Wants to be a Millionaire” TV show. The research was carried out by watching the show during different dates between September 2013 and April 2015 and filling in a questionnaire, which consists of 25 questions. A total of 408 contestants were observed and evidence was found for both certainty and isolation effects. © 2019 by Emerald Publishing Limited All rights of reproduction in any form reserved.eninfo:eu-repo/semantics/closedAccessBehavioral economics; Behavioral finance; Certainty effect; Heuristics and biases; Isolating effect; Overconfidence effectBook Chapter10120521310.1108/S1569-3759201900001010142-s2.0-85067379563Q3