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The influence of unrelated affect on risk perception

Sander, Sonja (2009) The influence of unrelated affect on risk perception.

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Abstract:This review investigates the possible role of unrelated affect in risk perception by reviewing the Affect Heuristic theory from the field of risk psychology and the Affect Infusion Model (AIM) from social psychology. The conclusion is guided by four questions. It is concluded that it is possible to compare the two fields of psychology according to their theories about the role of affect in judgement and perception but, for an efficient communication, there is a strong need for general accepted definitions for the important terms. Furthermore, the Affect Heuristic theory could be extended in its understanding of the role of affect in risk perception, by assuming that not only related affect can be influential on risk perception but unrelated affect can have influence, too. To clarify this role of unrelated affect in risk perception risk psychology could use findings from social psychology and the Affect-as-Information mechanism from the AIM. Finally, it is discussed what the two theories have in common and how they differ according to their understanding of the role of affect in judgement and perception. While the Affect Heuristic sees the judge as in a context free situation the AIM assumes the judge to perceive and process information depending on the context. Furthermore the Affect Heuristic describes only one possible way of risk perception while the AIM describes four possibilities of information processing. The Affect Heuristic could be seen as referring to one of the four situations that are described by the AIM.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology BSc (56604)
Link to this item:http://purl.utwente.nl/essays/59107
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