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.

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.
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thinkingfastandslow_public
created
Sat, 10 Jan 2015 05:05:08 GMT
creator
dirkjan
modified
Sat, 10 Jan 2015 05:10:22 GMT
modifier
dirkjan
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