Affect Heuristic (Cognitive Bias)

The affect heuristic is a cognitive bias that refers to the tendency to make decisions and judgments based on emotional responses alone. This cognitive bias is typically activated when an individual is presented with an unfamiliar situation or decision, or is uncertain of how to act. In these situations, the individual's emotional default response will be used as a quick and instinctive judgement instead of analysis or reflection. This can lead to decisions made without considering all the facts or all the relevant information, resulting in a sub-optimal resolution.