The Behavioral Economics in Marketing’s Podcast

Avoiding the Affect Heuristic in Market Research

October 12, 2020

The affect heuristic represents a reliance on good or bad feelings experienced in relation to a stimulus and is typically used while judging the risks and benefits of something. The affect heuristic is a hurdle in marketing research that can skew results. To overcome this hurdle, market researchers should make sure that their data collection methods are sound, understand the ways that their subjects' current attitudes can skew results and seek out peers to review their research.

Play this podcast on Podbean App