The Affect Heuristic — LessWrong
The affect heuristic is when subjective impressions of goodness/badness act as a heuristic—a source of fast, perceptual judgments. Pleasant and unpleasant feelings are central to human reasoning, and the affect heuristic comes with lovely biases—some of my favorites. Let’s start with one of the relatively less crazy biases. You’re about to move to a new city, and you have to ship an antique grandfather clock. In the first case, the grandfather clock was a gift from your grandparents on your fifth birthday. In the second case, the clock was a gift from a remote relative and you have no special feelings for it. How much would you pay for an insurance policy that paid out $100 if the clock were lost in shipping? According to Hsee and Kunreuther, subjects stated willingness to pay more than twice as much in the first condition.1 This may sound rational—why not pay more to protect the more valuable object?—until you realize that the insurance doesn’t protect the clock, it just pays if the c