Affect Heuristic

heuristics

It’s when an easy, emotional assessment (“affect”) replaces a more complex assessment (“target attribute”) that requires more thought, such as e.g. a calculation. This is because affective evaluation comes fast (first) and blurs the evaluation that follows.

NoteExamples

Product packaging

An elegant product sells better because we like its appearance, regardless of the contents.

Figure 1: “These body creams are amazing - look at the packaging!”

Limited time offers

Urgent framing of product sales (e.g. “Only 3 left!” / “Offer ends tonight!”) creates a rush to buy, leading us to overlook the actual value of a purchase.

Also relates to: Attention Bias · Familiarity · Illusion of Validity · Frame Dependence · Greed and Fear