Substituting Questions

We generate intuitive opinions on complex matters. If a satisfactory answer to a hard question is not found quickly, System 1 will find a related question that is easier and will answer it. I call the operation of answering one question in place of another substitution:

• The target question is the assessment you intend to produce.
• The heuristic question is the simpler question that you answer instead.

Target Question	Heuristic Question
How much would you contribute to save an endangered species?	How much emotion do I feel when I think of dying dolphins?
How happy are you with your life these days?	What is my mood right now?
How popular is the president right now?	How popular will the president be six months from now?
How should financial advisers who prey on the elderly be punished?	How much anger do I feel when I think of financial predators?
This woman is running for the primary. How far will she go in politics?	Does this woman look like a political winner?