One of my favorite rules of thumb came from the Nichomachean Ethics where Aristotle said that in considering how much you should pay for a service rendered, you should consider how much it was worth to you before it was accomplished. Not sure it's a documented bias, but it should be: the universal tendency to underappreciate what we already have.
This explains why Kahneman's book "Thinking, Fast and Slow" was such a hit. The easiest way to write a bestselling book is to tell people what they've heard a hundred times before.<p>It does call into question the feasibility of the book's objective of correcting human biases and cognitive errors. We've been trying to do that for 2500 years.
Yes, Kahneman and Tversky are repeating insights Plato had 2500 years ago. But what they added was experimental verification that is helping persuade economists who have long mistakenly believed that human beings are far more rational than they really are.