# 50. Self-delusion - the manipulation of self ## 50.5. Methodology/Refinements/Sub-species ### 50.5.14. The Affect bias This is defined as basing a decision on our emotional reactions rather than on a rational calculation of risks and benefits. This is a form of self-delusion. However, it can become a manipulative method, when the delusion of the victim is used by an external agency with a particular agenda to affect the behaviour of the victims. This is often manifested as a decision based on emotions generated by very recently seen images or words. A typical case of the "affect bias" is the reaction of people when a food product claims to reduce incidence of cancer, heart disease, etc. In such a case, the use of the emotive word "cancer" is enough to alter the buying decision of the victim in favour of the product. The word "cancer" has acquired such demonic status, that no further proof is required - the product is a "must have". On the other hand, associating a product with beautiful celebrities sends signals of success, health and wealth. These signals can be so powerful that a victim feels obliged to buy, simply to be seen to be associated with a product endorsed by such socially powerful icons Success may be "contracted" in this sense by some form of associative osmosis, because the celebrities and the victim use the same after-shave. The "Affect bias" is constantly used in a more sinister and political way. For instance, if you want to scare people into voting for you, you could use the following expressions every opportunity you get: terrorist, weapons of mass destruction, bioterrorism, and nuclear holocaust. Just make sure that you associate all risks of these bad things with your opponent's political weaknesses. You can also let people know that you stand for homeland security, protection, adequate defence, increased safety, family, community and prosperity. Keep reminding the voters that you're strong on national defence and you are a patriot, while your opponent is weak on national defence and some kind of unknown "socialist". This combination of negative affect bias warnings and positive affect bias attractions is almost guaranteed to herd your target subjects into your voting camp.