Affect heuristic

The affect heuristic is a heuristic judgment that relies on feelings. Opinions and decisions are often based on simple affection or aversion to the respective alternatives. The feelings arise quickly and automatically and need not be aware of felt. Often the perceived feelings are "good" and classified "bad". If subsequently considered aware of this setting, the original attitude is usually not criticized, but rationalized. "The search for information and arguments is largely restricted to those that match the existing opinion, not with the intention to determine the question. " (see confirmation bias ). The concept and basic studies are from Paul Slovic.

Example

Slovics working group examined the attitudes towards various technologies, including water fluoridation, chemical plants, food preservatives and cars. Participants should list the benefits and risks of technologies. There was a high (negative ) connection: Who had enumerated many advantages, took a few risks; many risks were associated with few advantages. Thus, the study participants avoided cognitive dissonance.

Then the participants were given short texts with arguments why the technologies are advantageous. One half of the group received texts that emphasized the many benefits of a technology; the other half of the participants received texts that proved their low risk. Amazingly, the first group then changed their risk assessment; as the second group rated now also take advantage of higher, although both groups had received no relevant information.