Affect Heuristic

We often make quick judgements and decisions by consulting our current feelings, rather than concrete information.

• If we like a project we are more likely to believe the costs are low and the benefits are high.
• We tend to like most things about the politicians we favour.

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Key Insights & Principles

Decision Making

1. Current emotional state and preconceived value judgements can greatly influence decision making and risk perception.
2. In relying on our feelings we limit our ability to make decisions based on concrete information.
3. The affect heuristic is one of the reasons why brand (personal and commercial) can be so valuable.

1. Practice observing your own feelings and emotions toward particular people or topics, pause, and consider why this is the case.
2. Avoid making critical decisions in times of heightened emotional states.
3. Use concrete and available information for decision making.

Book References