FILE SELECTED // FILE 00
Affect Heuristic
“You like something. Without doing the math, its benefits rise and its risks fall.”
01 / SUMMARY
In short
Affective reactions can serve as a quick cue when judging risks and benefits. Under time pressure, a favorable impression may push the two ratings in opposite directions even when they require separate evidence.
03 / SCENE
In the wild
A technology paired with appealing imagery may seem both more useful and less risky before anyone reviews the data.
04 / LIMIT
The limit
Using emotion is not always irrational; affect can summarize relevant experience and direct attention.
FINAL NOTE
What remains
Rate benefits and risks in separate columns before allowing the overall impression to bind them together.