What is the “affect heuristic”?

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The question asks: What is the “affect heuristic”? 
Option a: 'A strategy to ignore feelings when making decisions' — This is the opposite of the affect heuristic, which emphasizes feelings in decision making, not ignoring them. So this mischaracterizes the role of affect in judgments.
Option b: 'A logical approach to evaluate risks and benefits' — The affect heuristic is not a purely logical or analytical process; it relies on immediate emotional responses, which can bias judgments away from formal logic. This overstates the role of deliberate reasoning.
Option c: 'A technique for improving memory recall' — The affect heuristic does not relate to memory strategies; it concerns how emotions influence judgments, not how memories are retrieved.
Option d: 'A method for calculating emotional intensity' — It is not a calculation method for intensity; rather, it describes how emotions shape judgments and beliefs, often automatically and heuristically, without explicit calculation.
Option e: 'A bias where emotions influence beliefs and judgments' — This option captures the core idea: people rely on their current emotions when evaluating information or risks, which can bias beliefs and judgments. It reflects the affect heuristic as a cognitive bias, where affective impressions guide or distort judgments rather than objective analysis.
In summary, options a, b, c, and d each miss the essential aspect of the affect heuristic, either by negating emotion, overemphasizing formal logic, focusing on memory, or misframing it as a calculation method. The correct characterization is that emotions can bias beliefs and judgments, aligning with option e.

CCST9086_1A_2025 Quiz4

What is the “affect heuristic”?

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