# 49. Manipulation of bias and heuristics in decision making ## 49.5. Methodology/Refinements/Sub-species ### 49.5.54. Pseudo-certainty effect This is the propensity to make risk-averse choices if the expected outcome is positive, whilst making risk-seeking choices to avoid negative outcomes. A manipulator can point a victim in a certain direction by altering the perception of the outcome. For example, an investment advisor can influence the investments of a client by emphasising higher or lower risk levels of investment alternatives.