What does the term 'affect referral' refer to in the context of choice heuristics?

The term 'affect referral' refers to making choices primarily based on emotional responses rather than a thorough analysis or rational evaluation of alternatives. This decision-making process occurs when consumers have developed positive or negative feelings toward a product or brand, which then influences their choice. For example, if someone has a strong positive emotional reaction to a brand due to previous experiences or favorable associations, they are likely to choose that brand again without scrutinizing other options in depth.

In contrast to affect referral, other choice heuristics involve different decision-making processes. The least expensive option, while financially motivated, does not take emotions into account. Choosing based on detailed analysis emphasizes a rational evaluation focused on features and specifications, which is contrary to the emotional basis of affect referral. Referring to the most recent purchase highlights recency in memory but does not necessarily involve an emotional response guiding the choice. Thus, affect referral distinctly emphasizes the role of emotions in consumer decisions, making it a critical aspect of consumer behavior.