Final answer:
Affect heuristic research primarily relies on measures of emotional responses, where people substitute complex analysis with their immediate feelings to make decisions.
Step-by-step explanation:
Affect heuristic research is often based on measures of emotional responses. This term describes how individuals make judgments and solve problems by substituting complex questions with simpler ones. This substitution is influenced by the emotional response towards the subject at hand rather than a thorough analytical approach. For example, when evaluating the potential success of a new product, a person might substitute the complex analysis required with their immediate positive or negative feelings towards the product. These emotional reactions can lead to quick decisions but might not always be the most accurate.