Subject. The study deals with heuristics as measures of the emotional impact of people who judge about the value and the final result of the valuation. I review ranges of the value variance when influenced by irrational factors. From psychological perspectives, some phenomena are explained with a set of heuristics that exist as part of behavioral finance. Objectives. Referring to the completed studies, I implement elements of behavioral finance, such as heuristics into the method for assessing how financial decision-makers and their emotions influence the value. Methods. The article is based on methods of induction and deduction to process survey results. Results. The article reveals the content of key methods for measuring emotions of financial decision-maker, which conclude on the value, being influenced by heuristics. I demonstrate tools for implementing psychological measurement methods as part of valuation. Conclusions and Relevance. Considering heuristics of value decision-makers, the appraiser and the cost analyst approximate the valuation result to the real conditions, when market actors are irrational. Doing so, they contribute to the quality of the result of appraisal. The findings are applicable to the practice of appraisers, cost analysts, fundamental analysts. Heuristics enrich and expands the classical apparatus of valuation and increases its quality.
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