Affect Heuristic

NOTE: This is the first post in a series that will detail various biases & heuristics and how they affect truth seeking in health/fitness.


When making decisions about the costs and benefits of something, people often utilize “heuristics,” which are rules of thumb that guide us towards making quick decisions. Heuristics can be beneficial or detrimental to good decision making depending on the context.

“Affect” is a quick good or bad feeling that one gets in a situation, hearing/reading a word, looking at a picture, ect.

The affect heuristic causes us to use our perception of one positive or negative aspect of something and use that to judge other aspects of that thing as being similarly positive or negative even if such a judgement may not be warranted. So, the affect heuristic is what happens when we get a good or bad feeling (fear, pride, ect.) and let that emotion influence our decisions and beliefs.


In this post I only want to look at how the affect heuristic can cause us to misjudge the truth about things in heath/fitness.

One of the easiest ways to understand this is to think about the connotations that  certain food words have for most people.

Good Feelings




Bad Feelings



The first group of words give many people a positive affect, that is, positive feelings. The other, negative affect. For whatever reason, things just seem more healthy at first glance if they are “organic,” or “all-natural.”

Watch the following video of how a waiter uses positive affect to skew the perceptions of dinners. Everything from the setting (fancy restaurant) to the words he choses to use (e.g. fancy French words) are examples of using positive affect to make someone like something more than evidence warrants. Warning: bad language.


It should come as no surprise that your favorite food manufactures are well aware of this fact and use it to influence consumer perception of their products. Put “organic” on a package and the positive connotation with this word causes the masses to flock to it pesticide free goodness. It doesn’t matter if people have actually looked at the evidence to see whether or not spending the extra money on organic food is worth it, it just “seems” like organic should be better because the notion feels healthier.

My purpose with this post isn’t to take a side in the organic vs. conventional debate, just to bring awareness of the affect heuristic to those who do believe it is better. Try your very best to be honest. Is the connotation that words like organic, wholesome, natural, and artificial have skewing my perception of the evidence?

Anyways, there are many more ways that the affect heuristic takes form in the fitness industry. See if you can brainstorm some and post them in the comments!

Additional Resources

(1) Rational actors or rational fools?

(2) Affect bias @ skeptics dictionary

(3) Organic food is NOT more nutritious

(4) Organic IS better for you

Explore posts in the same categories: Biases & Heuristics

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