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Why less is more: exploring affect-based value neglect

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  • R.S. Wilson
  • J.L. Arvai

Abstract

Previous research indicates that the affective nature of the problem context can override gains in the evaluability of risk attributes brought on by side-by-side comparisons of two problems. Specifically, in a joint evaluation, an affect-rich problem will be given greater management preference than an affect-neutral problem even when the risk is significantly greater for the neutral problem. A series of new experiments were conducted to explore the relevance of this concept (i.e., affect-based value neglect) for the evaluation of two affect-rich problems. Consistent with previous research, the results indicated no preference for either problem evaluated in isolation, given that both the affective impression and the level of risk were hard to evaluate. Again, consistent with previous research, there was no preference for either problem in a joint evaluation when the difference in risk between the two problems was small (one problem posing 1.5-times greater risk than the other). However, when the risk difference was large -- 3-times greater -- preference was given to managing the higher-risk problem. Additional evidence indicates that joint evaluations may increase the significance of probabilities as a form of risk communication, and that increased availability of one problem may dominate both initial affective impressions and the presentation of risk attributes.

Suggested Citation

  • R.S. Wilson & J.L. Arvai, 2010. "Why less is more: exploring affect-based value neglect," Journal of Risk Research, Taylor & Francis Journals, vol. 13(4), pages 399-409, June.
    • Handle: RePEc:taf:jriskr:v:13:y:2010:i:4:p:399-409
    DOI: 10.1080/13669870902983171
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    References listed on IDEAS

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    1. Hsee, Christopher K., 1996. "The Evaluability Hypothesis: An Explanation for Preference Reversals between Joint and Separate Evaluations of Alternatives," Organizational Behavior and Human Decision Processes, Elsevier, vol. 67(3), pages 247-257, September.
    2. Carmen Keller & Michael Siegrist & Heinz Gutscher, 2006. "The Role of the Affect and Availability Heuristics in Risk Communication," Risk Analysis, John Wiley & Sons, vol. 26(3), pages 631-639, June.
    3. Eric J. Johnson & John W. Payne, 1985. "Effort and Accuracy in Choice," Management Science, INFORMS, vol. 31(4), pages 395-414, April.
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    Cited by:

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    2. Douglas L. Bessette & Victoria Campbell‐Arvai & Joseph Arvai, 2016. "Expanding the Reach of Participatory Risk Management: Testing an Online Decision‐Aiding Framework for Informing Internally Consistent Choices," Risk Analysis, John Wiley & Sons, vol. 36(5), pages 992-1005, May.
    3. Robin L. Dillon & Catherine H. Tinsley, 2016. "Near-miss events, risk messages, and decision making," Environment Systems and Decisions, Springer, vol. 36(1), pages 34-44, March.
    4. Michael Siegrist & Joseph Árvai, 2020. "Risk Perception: Reflections on 40 Years of Research," Risk Analysis, John Wiley & Sons, vol. 40(S1), pages 2191-2206, November.
    5. Joseph Árvai & Delanie Kellon & Ramón León & Robin Gregory & Robert Richardson, 2014. "Structuring international development decisions: confronting trade-offs between land use and community development in Costa Rica," Environment Systems and Decisions, Springer, vol. 34(2), pages 224-236, June.

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