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When Questions Wear Masks: The Late Twentieth Century. When confronted with difficult questions, people cannot continue thinking about them directly. Unconsciously, they replace them with easier questions. The question that should originally be answered is the target question, while the intuitive question used instead is the heuristic question. Complex judgments like evaluations or predictions are converted into questions based on feelings or associations—such as "How do you feel?" or "Does it resemble something?"—making the judgment faster. However, this speed comes at the cost of losing the precision of meaning sought by the original question. This mechanism connects to the understanding that human thought consists of two modes: an intuitive, automatic mode and a logical, slower mode. Intuitive thinking simplifies questions and provides immediate answers, but by the time logical thinking notices this substitution, the judgment is often already fixed. Cognitive psycholog
y and behavioral economics in the latter half of the 20th century experimentally revealed these judgment biases, revising the image of rational humans. Research showing how the phrasing and order of questions influence answers also demonstrates the power of this substitution.