The Affect Heuristic: Agreeing With Those You Like

  The affect heuristic suggests that the decisions you make are heavily affected by your emotions. Therefore, you tend to offer greater credibility and trust to figures for whom you feel affection, or admiration. Furthermore, you often don’t even need to know them. It’s something that occurs extremely frequently among public figures such as actors, singers, writers, presenters, and influencers. This curious psychological mechanism is well known in the fields of marketing and advertising. These sectors are clear about the attraction generated by putting a well-known face in their advertising campaigns. Indeed, their sales can increase exponentially if they use…