Choosing by Liking
Choosing by liking is a decision heuristic where immediate affective evaluations guide choices, often automatically, based on preconscious good/bad classifications. Its accuracy depends on how well affective responses align with actual value, but it can be biased by irrelevant features, probability neglect, and familiarity.
THE IDEA
Discussion
Choosing by liking qualifies as an automated decision heuristic because affective impressions are readily available and provide an easier basis for decisions than a deliberate cognitive assessment of each option (see Slovic et al., Chapter 23, this volume). Bargh (1997, p. 23) proposes that “all stimuli are evaluated immediately as good or bad, without the participant intending to evaluate . . . everything that one encounters is preconsciously screened and classified as either good or bad, within a fraction of a second after encountering it.” The success of using one’s immediate affective response as a choice heuristic depends on how closely it corresponds to the actual value or subsequent utility. Several characteristics may attenuate this correspondence and render affective response an imperfect basis for choice. First, affect can be insufficiently responsive to relevant aspects of options, such as their probability or duration. Second, affect may be overly responsive to irrelevant features, such as cooccurring, but logically irrelevant stimuli. Third, affect may be heightened by familiarity, though familiarity may not increase enjoyment.
Regardless of whether we intend to rely on it, our spontaneous affective evaluations likely play an important role in our decision making, and often intrude even when we want to make decisions on a cognitive basis. First, because affective responses precede more cognitive evaluations, they may dominate judgments and choices when respondents have too little time for deliberative reflection (see, e.g., Finucane, Alhakami, Slovic, & Johnson, 2000). Second, by providing some basis for choice, our initial affective response may discourage further effortful analytic assessment. Third, judgments may be anchored on one’s initial affective evaluation even when attempts are made to supplement this with more analytic evaluations. Furthermore, because affective evaluation comes first, the option that elicits the most favorable affective response may enjoy the special status of being a default option – of being the thing we choose unless we can marshal a decisive case in favor of something else. This is one way “choosing by default” can arise from an intuitive response.
When to use it
When making snap decisions under time pressure (e.g., emergency response, quick purchases).
In marketing and advertising, where creating positive affect can drive consumer choices.
In personal finance, to avoid impulsive investments that feel good but lack solid fundamentals.
In negotiations, where first impressions and emotional responses can shape initial positions.
FROM THEORY TO EVERYDAY LIFE
In practice
Choosing a snack based on immediate craving
When selecting a snack from a vending machine, people often choose the option that looks most appealing in the moment (e.g., a chocolate bar) rather than considering nutritional value or long-term health. This affective response can override rational deliberation, especially under time pressure.
Investment decisions influenced by emotional reactions
An investor might be drawn to a stock because it has a positive brand image or recent good news, leading to an immediate 'good' feeling. This affect heuristic can cause them to overlook the stock's actual financials or risk, resulting in suboptimal portfolio choices.
A MOMENT TO REFLECT
Put it to work.
Think of a recent decision you made quickly. How much did your initial 'gut feeling' influence that choice? Were there any relevant facts you overlooked because of that feeling?
Can you identify a situation where your immediate liking of an option led you to ignore its drawbacks or risks? What might you do differently next time to balance affect with analysis?
How might familiarity with a product or person bias your affective evaluation, even if the actual quality or value hasn't changed?
Often confused with
References
- Slovic et al., Chapter 23, this volume — Slovic, P., et al.
- Automaticity of social behavior: Direct effects of trait construct and stereotype activation on action — Bargh, J. A. (1997)
- The affect heuristic in judgments of risks and benefits — Finucane, M. L., Alhakami, A., Slovic, P., & Johnson, S. M. (2000)
CONTINUE THE CONVERSATION
Source texts
- Heuristics and Biases The Psychology of Intuitive Judgment (Thomas Gilovich, Dale Griffin, Daniel Kahneman)