Slovic, Finucane, Peters and MacGregor's 2002 Affect Heuristic — feel first, justify second — explains the silent operating system behind Indian retail flows, F&O losses and festival SIP spikes. A counter-measure checklist, a Graham/Buffett/Munger/Klarman lineage, and a positive corporate case-study using Titan Biotech FY25 audited numbers.