Affect Heuristic

What is the affect heuristic?

The affect heuristic is the use of a positive or negative feeling about something as a shortcut in judgment. A favorable impression can influence how its risks and benefits are evaluated; an unfavorable impression can influence them in the opposite direction.

In their theoretical review, Slovic and colleagues describe how affect guides judgment. Feelings can be informative, but they can also draw attention away from other relevant information. The concept does not mean that every emotional decision is irrational.