The affect heuristic

@article{Slovic2007TheAH,
  title={The affect heuristic},
  author={Paul Slovic and Melissa L. Finucane and Ellen Peters and Donald G. MacGregor},
  journal={Eur. J. Oper. Res.},
  year={2007},
  volume={177},
  pages={1333-1352}
}
This paper introduces a theoretical framework that describes the importance of affect in guiding judgments and decisions. As used here, ‘‘affect’’ means the specific quality of ‘‘goodness’’ or ‘‘badness’’ (i) experienced as a feeling state (with or without consciousness) and (ii) demarcating a positive or negative quality of a stimulus. Affective responses occur rapidly and automatically—note how quickly you sense the feelings associated with the stimulus word ‘‘treasure’’ or the word ‘‘hate… 

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