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 an 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 we associate with a stimulus. It is the equivalent of "going with your gut". If one’s feelings towards an activity is positive, then people are more likely to judge the risks as low and the benefits high whereas if their feelings towards an activity is negative, they are more likely perceive the risks as high and benefits low.