Affect heuristic

The affect heuristic is a heuristic, a mental shortcut that allows people to make decisions and solve problems quickly and efficiently, in which current emotion—fear, pleasure, surprise, etc.—influences decisions. In other words, it is a type of heuristic in which emotional response, or "affect" in psychological terms, plays a lead role. It is a subconscious process that shortens the decision-making process and allows people to function without having to complete an extensive search for information. It is shorter in duration than a mood, occurring rapidly and involuntarily in response to a stimulus. Reading the words "lung cancer" usually generates an affect of dread, while reading the words "mother's love" usually generates a feeling of affection and comfort. The affect heuristic is typically used while judging the risks and benefits of something, depending on the positive or negative feelings that people associate with a stimulus. It is the equivalent of "going with your gut". If their feelings towards an activity are positive, then people are more likely to judge the risks as low and the benefits high. On the other hand, if their feelings towards an activity are negative, they are more likely to perceive the risks as high and benefits low.

The theory of affect heuristic is that a human being's affect can influence how he or she makes decisions. Research has shown that risk and benefits are negatively correlated in people’s minds. This was found after researchers found that the inverse relationship between perceived risk and perceived benefit of an activity was linked to the strength of positive or negative affect associated with the activity as measured by rating the activity on bipolar scales (e.g. good/bad). This implies that people base their judgements of an activity or a technology not only on what they think about it, but also on how they feel about it. The affect heuristic gained early attention in 1980 when Robert B. Zajonc argued that affective reactions to stimuli are often the first reaction which occur automatically and subsequently influencing the way in which we process and judge information. The affect heuristic received more recent attention when it was used to explain the unexpected negative correlation between benefit and risk perception. Finucane, Alhakami, Slovic and Johnson theorized in 2000 that a good feeling towards a situation (i.e., positive affect) would lead to a lower risk perception and a higher benefit perception, even when this is logically not warranted for that situation. This implies that a strong emotional response to a word or other stimulus might alter a person's judgment. He or she might make different decisions based on the same set of facts and might thus make an illogical decision. Overall, the affect heuristic is of influence in nearly every decision-making arena.

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