Using Emotion to Persuade
By Alex Newbern and Gunther Gallagher
Heuristics is another word for emotional shortcuts. "Emotions sometimes act as heuristics, helping us to quickly determine our attitude." What this means is that when we are unaware of our surroundings or asked about something that we know nothing about, we answer with what we feel better about. In the world of business, heuristics are used in stores to make us buy products we are unsure about. If we go into a store, and look at one item and hear a song that we like, we are more likely to buy that item, because it made us feel good.