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The Affect Heuristic

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... This development coincided with the increasing interest that researchers devoted to memory processes in decision making (Weber, Goldstein & Busemeyer, 1991). Accordingly, a number of different models emerged assuming that automatic processes of recognition, affect generation and activation of prior knowledge play a central role in behavioral choice (Damasio, 1994;Dougherty et al., 1999;Haidt, 2001;Hogarth, 2001;Klein, 1993Klein, , 1999Lieberman, 2000;Slovic et al., 2002). For example, decisions by experienced actors may often be based on recognition of a situation and identification of learned behavioral rules (Klein, 1999). ...
... These processes are primarily performed by the automatic system and involve quick and simultaneous consideration of multiple pieces of information. Memory processes are also involved in affect-based decision making (e.g., Slovic et al., 2002). Via feedback learning, behavioral options and their consequences can be associated in memory with affective responses. ...
... The hunting horns are blowing more loudly than ever (Gigerenzer, 2004), and more and more strategies are being crammed into the toolbox the decision maker is assumed to carry in his mind. Some of these new entries rely on potential correlates of value, such as affective reactions (Damasio, 1994;Slovic et al., 2002), majority behavior (Bohner et al., 1995), the expertise of communicators (Petty & Cacioppo, 1986), familiarity (Tyszka, 1986) or recognition (Klein, 1993;Goldstein & Gigerenzer, 2002). Others, such as the Peak-and-End Heuristic (Kahneman et al., 1993) and the Priority Heuristic (Brandstätter et al., 2006), describe operations of the selective processing of values or reasons. ...
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We claim that understanding human decisions requires that both automatic and deliberate processes be considered. First, we sketch the qualitative differences between two hypothetical processing systems, an automatic and a deliberate system. Second, we show the potential that connectionism offers for modeling processes of decision making and discuss some empirical evidence. Specifically, we posit that the integration of information and the application of a selection rule are governed by the automatic system. The deliberate system is assumed to be responsible for information search, inferences and the modification of the network that the automatic processes act on. Third, we critically evaluate the multiple-strategy approach to decision making. We introduce the basic assumption of an integrative approach stating that individuals apply an all-purpose rule for decisions but use different strategies for information search. Fourth, we develop a connectionist framework that explains the interaction between automatic and deliberate processes and is able to account for choices both at the option and at the strategy level.
... Specifically, due to the more cognitive nature of the decision making for utilitarian products, it follows that consumers likely perceive the different product or brand attributes separately, such that each attribute contributes incrementally to the overall value and product choice (Sheth, Newman and Gross 1991). In contrast, the affect heuristic prompted by hedonic products leads consumers to rely primarily on affect to make choices (Slovic et al. 2002), because it is the more efficient way to make a judgment, in that either positive or negative markers (e.g., product attributes, brand) become a foundation for the outcome or overall evaluation. When people use an affect heuristic, they refer to their affect pool (to various degrees) to make a judgment that is independent of their cognitive judgment (Slovic et al. 2002). ...
... In contrast, the affect heuristic prompted by hedonic products leads consumers to rely primarily on affect to make choices (Slovic et al. 2002), because it is the more efficient way to make a judgment, in that either positive or negative markers (e.g., product attributes, brand) become a foundation for the outcome or overall evaluation. When people use an affect heuristic, they refer to their affect pool (to various degrees) to make a judgment that is independent of their cognitive judgment (Slovic et al. 2002). Thus, when relying on the affect heuristic, consumers do not evaluate different product attributes separately or trade them off against one another to achieve an overall value; they rather form an overall judgment through the heuristic. ...
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Service providers and retailers reselling branded have the discretion to set and adapt prices according to customers’ willingness to pay (WTP). Research often notes markup effects, such that WTP increases in response to corporate social responsibility (CSR) and markdown effects, lowering their WTP for corporate social irresponsibility (CSI). Theory suggests attitude changes to (negative) CSI are stronger than to (positive) CSR, but the extent and whether this difference holds for WTP and across various product types are unknown. Using experimental data, an incentive-compatible measure, and an actual purchase, this article reports on three studies that show that consumers mark up WTP for CSR and mark down WTP for CSI. The differential effects arise across brands; compared with WTP for a competitor brand, the acceptable price of a focal CSR/CSI brand is marked down more than it is marked up. Comparing the WTP for a focal brand relative to the average CSR performance of that brand does not produce any within-brand differential effects The evidence also indicates a product type effect: Consumer WTP adaptation for CSR or CSI is stronger for utilitarian than for hedonic products. These findings have implications for service providers, retailers and manufacturing firms, as well as for further research.
... According to Cassotti et al. (2012), positive emotional involvement can significantly mitigate the framing effect. Slovic et al. (2002) and Peters et al. (2006) suggest that emotionally charged decision context can be particularly effective at reducing framing biases. The interplay between framing and emotion may, however, determine very complex effects of decision-making, as underlined in Gosling et al. (2020). ...
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This paper takes its cue from the relevance of the framing effect related to behavioral biases associated with economic decision-making. Most attempts to measure financial literacy rely on surveys that include standardized multiple-choice questions. We aim to detect the distortive effect, if any, of the standard questionnaire on the measurement of the level of financial literacy that results from the way questions are expressed. A survey conducted in October 2021 involving 2,500 individuals representative of the Italian population—the worst performer in financial literacy among the G7 countries—made it possible to evaluate whether questions with alternative wording created higher respondent engagement, determined other answers, and improved performance. The descriptive and regression analysis showed that the wording effect mattered in three out of four questions. More engaging words mitigated the gender effect by reducing the probability of women choosing the “I do not know” option. However, while there was evidence of an increase in the percentage of correct answers to individual questions, the overall financial literacy level showed no improvement. The regression analysis found that the likelihood of being financially literate, independently of the type of question, significantly depended on sociodemographic variables (gender, age, geographical area, and level of education) and self-evaluation of digital and economic skills. In addition, knowledge of basic math played a key role. Those who know how to calculate a percentage correctly had a notably higher probability of being financially literate. This evidence has clear policy implications since it highlights the necessity of investing in digital and math education to fill gender and intergenerational literacy gaps.
... Affect heuristics (Tversky & Kahneman, 1973) is an intuitive decision-making process (O'Donnell & Evers, 2019). Therefore, the underpinnings of the affect heuristic framework (Slovic et al., 2002) can be useful in understanding the association between lifestyle, proselytism and their affective commitment. Affect heuristic (Epstein, 1994) describes the process by which feeling states help decision makers to attribute the quality of goodness or badness to different options. ...
A foodie’s review about a restaurant will be persuasive as it is an extension of the self-internal consistency emanating from his lifestyle. Narcissism plays a psychological driver and moderates the effect of lifestyle. The purpose of this study is to empirically test the mediating role of proselytization and the moderating role of dietary plan and narcissism on the relationship between lifestyle and affective commitment. Snowball sampling technique from an informal sampling frame was used for data collection. The effect on proselytization is strong for low narcissism in the vegetarian dietary plan, and high narcissism in the non-vegetarian dietary plan condition. The marketing implication is that restaurants and eateries in the hospitality sector should offer foodie reviewers consumption opportunities at debut of new dishes.
... 176. En particulier, l'heuristique affective, qui conduità répondreà une question en fonction de la valence affective de la réponse (Slovic et al., 2002), ou la procédure que Kahneman (2002) appelle choosing by liking, dans laquelle onévalue la valeur des réponses possibles indépendemment l'une de l'autre, sans les comparer directement. 177. ...
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Ces notes constituent le dossier d'une enquête menée à l'occasion de la lecture du livre d'Eustace Poulton (1989) "Bias in quantifying judgments". L'objectif était de clarifier la notion de biais en psychophysique, ce qui m'a fait remonter le temps jusqu'à la notion de "stimulus bias" et aux théories de la mesure en psychophysique, avec Thurstone (1927b) et Stevens (1946, 1957). J'ai ensuite élargi l'enquête aux travaux sur les biais cognitifs des prix Nobel Herbert Simon (1955) et Daniel Kahneman (2002). Dans le domaine de l'éclairage, ce débat est aujourd'hui alimenté par Steve Fotios. Ma contribution, publiée dans le journal "Light & Engineering", a pour titre : Stimulus range effect in discomfort glare studies (Brémond, 2022).
... Future work should extend the current research to investigate other context-contingent heuristics, beyond goal instrumentality, as possible moderators for the link between processing fluency, language, and online behavior. For example, linguistic fluency effects may also moderated by emotion (e.g., the affect heuristic; Slovic et al., 2002), the perceived expertise or credibility of the writer (e.g., the credibility heuristic; Sundar, 2008), and the perception that time is running out for change (e.g., the scarcity heuristic; Cialdini, 2006). Heuristics are common and powerful cognitive shortcuts that impact information processing, and this work demonstrates the importance of evaluating moderators of fluency effects for predicting behavior in the field. ...
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Research on processing fluency and instrumental goal activation suggests people often perceive complex information positively when effort in a task is valued. The current article evaluates this idea in five online petition samples (total N = 1,047,655 petitions and over 200 million words), assessing how the linguistic fluency of a petition associates with support. Consistent with prior work, petitions with lower rates of lexical fluency (fewer common words) associated with more signatures and an increased probability of petitions making a concrete change than those with higher rates of lexical fluency (more common words). Exploratory results suggest other forms of linguistic complexity also associated with petition support: petitions with more analytic writing (e.g., more formal and complex writing patterns) and with less structural fluency (less readable writing) received more signatures than those with less analytic writing and more structural fluency. Controlling for the political leaning of the petition writers as inferred by their language patterns revealed consistent effects. Crucially, the lexical fluency results were maintained across eight languages as well. Various types of linguistic complexity are therefore instrumental to get people to support online causes. Contributions to fluency theory and the psychology of giving are discussed. (PsycInfo Database Record (c) 2022 APA, all rights reserved).
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This book presents a comprehensive review of both theories and research on the dynamic nature of human judgment and decision making (JDM). Leading researchers in the fields of JDM, cognitive development, human learning and neuroscience discuss short-term and long-term changes in JDM skills. The authors consider how such skills increase and decline on a developmental scale in children, adolescents and the elderly; how they may be learned; and how JDM skills can be improved and aided. In addition, beyond these behavioral approaches to understanding JDM as a skill, the book provides fascinating new insights from recent evolutionary and neuropsychological approaches. The authors identify opportunities for future research on the acquisition and changing nature of JDM. In a concluding chapter, eminent past presidents of the Society for Judgment and Decision Making provide personal reflections and perspectives on the notion of JDM as a dynamic skill.
Chapter
This book presents a comprehensive review of both theories and research on the dynamic nature of human judgment and decision making (JDM). Leading researchers in the fields of JDM, cognitive development, human learning and neuroscience discuss short-term and long-term changes in JDM skills. The authors consider how such skills increase and decline on a developmental scale in children, adolescents and the elderly; how they may be learned; and how JDM skills can be improved and aided. In addition, beyond these behavioral approaches to understanding JDM as a skill, the book provides fascinating new insights from recent evolutionary and neuropsychological approaches. The authors identify opportunities for future research on the acquisition and changing nature of JDM. In a concluding chapter, eminent past presidents of the Society for Judgment and Decision Making provide personal reflections and perspectives on the notion of JDM as a dynamic skill.
Chapter
This book presents a comprehensive review of both theories and research on the dynamic nature of human judgment and decision making (JDM). Leading researchers in the fields of JDM, cognitive development, human learning and neuroscience discuss short-term and long-term changes in JDM skills. The authors consider how such skills increase and decline on a developmental scale in children, adolescents and the elderly; how they may be learned; and how JDM skills can be improved and aided. In addition, beyond these behavioral approaches to understanding JDM as a skill, the book provides fascinating new insights from recent evolutionary and neuropsychological approaches. The authors identify opportunities for future research on the acquisition and changing nature of JDM. In a concluding chapter, eminent past presidents of the Society for Judgment and Decision Making provide personal reflections and perspectives on the notion of JDM as a dynamic skill.
Chapter
This book presents a comprehensive review of both theories and research on the dynamic nature of human judgment and decision making (JDM). Leading researchers in the fields of JDM, cognitive development, human learning and neuroscience discuss short-term and long-term changes in JDM skills. The authors consider how such skills increase and decline on a developmental scale in children, adolescents and the elderly; how they may be learned; and how JDM skills can be improved and aided. In addition, beyond these behavioral approaches to understanding JDM as a skill, the book provides fascinating new insights from recent evolutionary and neuropsychological approaches. The authors identify opportunities for future research on the acquisition and changing nature of JDM. In a concluding chapter, eminent past presidents of the Society for Judgment and Decision Making provide personal reflections and perspectives on the notion of JDM as a dynamic skill.
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In conclusion, rather than present a summary of the preceding chapters, we invited nine eminent past presidents of the Society for Judgment and Decision Making (SJDM) to provide personal perspectives on the concept of JDM as a dynamic skill. These scholars were not asked to comment on the chapters in this book, but rather to highlight their personal points of contact with the notion of JDM as a dynamic skill. The following perspectives offer historical accounts, and also point to future lines of research. Shanteau describes how over the years he has highlighted the importance of training and skill acquisition in JDM, but feels “blue” that this view has not been more popular. Wallsten remembers the benefits of learning for JDM performance found in a study that he conducted 30 years ago, and confesses that he has only recently begun to revisit this important finding. Fischhoff points out that a sound understanding of the normative implications of tasks has laid a better foundation for the study of dynamically changing skills, especially in development. Levin and colleagues provide useful examples of their research on the developmental and neurological bases of JDM skills. Reyna highlights how her fuzzy trace theory taps into JDM processes that develop over time and experience, has neurological correlates, and may be evolutionarily adaptive. Baron reveals how he now finds himself in search of the developmental origins of the types of moral heuristics and biases that he has studied during his career. Hogarth shares three steps he has developed during decades of teaching decision making that can help people make better decisions. Klayman reveals that despite decades of studying learning and development of JDM, he still seeks a greater understanding of how decision makers “get that way.” Finally, Birnbaum points to the methodological factors that have limited our understanding of JDM as a skill, and presents a challenge for future researchers: to explain how and why JDM skills change. Overall, the following perspectives provide a rare glimpse of the personalized views of those who have made significant contributions to the field of human JDM.
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Every day thousands of individuals need to make critical decisions about their health based on numerical information, yet recent surveys have found that over half the population of the United States is unable to complete basic math problems. How does this lack of numerical ability (also referred to as low numeracy, quantitative illiteracy or statistical illiteracy) impact healthcare? What can be done to help people with low numeracy skills? Numerical Reasoning in Judgments and Decision Making about Health addresses these questions by examining and explaining the impact of quantitative illiteracy on healthcare and in specific healthcare contexts, and discussing what can be done to reduce these healthcare disparities. This book will be a useful resource for professionals in many health fields including academics, policy makers, physicians and other healthcare providers.
Chapter
Every day thousands of individuals need to make critical decisions about their health based on numerical information, yet recent surveys have found that over half the population of the United States is unable to complete basic math problems. How does this lack of numerical ability (also referred to as low numeracy, quantitative illiteracy or statistical illiteracy) impact healthcare? What can be done to help people with low numeracy skills? Numerical Reasoning in Judgments and Decision Making about Health addresses these questions by examining and explaining the impact of quantitative illiteracy on healthcare and in specific healthcare contexts, and discussing what can be done to reduce these healthcare disparities. This book will be a useful resource for professionals in many health fields including academics, policy makers, physicians and other healthcare providers.
Chapter
Every day thousands of individuals need to make critical decisions about their health based on numerical information, yet recent surveys have found that over half the population of the United States is unable to complete basic math problems. How does this lack of numerical ability (also referred to as low numeracy, quantitative illiteracy or statistical illiteracy) impact healthcare? What can be done to help people with low numeracy skills? Numerical Reasoning in Judgments and Decision Making about Health addresses these questions by examining and explaining the impact of quantitative illiteracy on healthcare and in specific healthcare contexts, and discussing what can be done to reduce these healthcare disparities. This book will be a useful resource for professionals in many health fields including academics, policy makers, physicians and other healthcare providers.
Chapter
Every day thousands of individuals need to make critical decisions about their health based on numerical information, yet recent surveys have found that over half the population of the United States is unable to complete basic math problems. How does this lack of numerical ability (also referred to as low numeracy, quantitative illiteracy or statistical illiteracy) impact healthcare? What can be done to help people with low numeracy skills? Numerical Reasoning in Judgments and Decision Making about Health addresses these questions by examining and explaining the impact of quantitative illiteracy on healthcare and in specific healthcare contexts, and discussing what can be done to reduce these healthcare disparities. This book will be a useful resource for professionals in many health fields including academics, policy makers, physicians and other healthcare providers.
Chapter
Every day thousands of individuals need to make critical decisions about their health based on numerical information, yet recent surveys have found that over half the population of the United States is unable to complete basic math problems. How does this lack of numerical ability (also referred to as low numeracy, quantitative illiteracy or statistical illiteracy) impact healthcare? What can be done to help people with low numeracy skills? Numerical Reasoning in Judgments and Decision Making about Health addresses these questions by examining and explaining the impact of quantitative illiteracy on healthcare and in specific healthcare contexts, and discussing what can be done to reduce these healthcare disparities. This book will be a useful resource for professionals in many health fields including academics, policy makers, physicians and other healthcare providers.
Chapter
Every day thousands of individuals need to make critical decisions about their health based on numerical information, yet recent surveys have found that over half the population of the United States is unable to complete basic math problems. How does this lack of numerical ability (also referred to as low numeracy, quantitative illiteracy or statistical illiteracy) impact healthcare? What can be done to help people with low numeracy skills? Numerical Reasoning in Judgments and Decision Making about Health addresses these questions by examining and explaining the impact of quantitative illiteracy on healthcare and in specific healthcare contexts, and discussing what can be done to reduce these healthcare disparities. This book will be a useful resource for professionals in many health fields including academics, policy makers, physicians and other healthcare providers.
Chapter
Every day thousands of individuals need to make critical decisions about their health based on numerical information, yet recent surveys have found that over half the population of the United States is unable to complete basic math problems. How does this lack of numerical ability (also referred to as low numeracy, quantitative illiteracy or statistical illiteracy) impact healthcare? What can be done to help people with low numeracy skills? Numerical Reasoning in Judgments and Decision Making about Health addresses these questions by examining and explaining the impact of quantitative illiteracy on healthcare and in specific healthcare contexts, and discussing what can be done to reduce these healthcare disparities. This book will be a useful resource for professionals in many health fields including academics, policy makers, physicians and other healthcare providers.
Chapter
Every day thousands of individuals need to make critical decisions about their health based on numerical information, yet recent surveys have found that over half the population of the United States is unable to complete basic math problems. How does this lack of numerical ability (also referred to as low numeracy, quantitative illiteracy or statistical illiteracy) impact healthcare? What can be done to help people with low numeracy skills? Numerical Reasoning in Judgments and Decision Making about Health addresses these questions by examining and explaining the impact of quantitative illiteracy on healthcare and in specific healthcare contexts, and discussing what can be done to reduce these healthcare disparities. This book will be a useful resource for professionals in many health fields including academics, policy makers, physicians and other healthcare providers.
Chapter
Every day thousands of individuals need to make critical decisions about their health based on numerical information, yet recent surveys have found that over half the population of the United States is unable to complete basic math problems. How does this lack of numerical ability (also referred to as low numeracy, quantitative illiteracy or statistical illiteracy) impact healthcare? What can be done to help people with low numeracy skills? Numerical Reasoning in Judgments and Decision Making about Health addresses these questions by examining and explaining the impact of quantitative illiteracy on healthcare and in specific healthcare contexts, and discussing what can be done to reduce these healthcare disparities. This book will be a useful resource for professionals in many health fields including academics, policy makers, physicians and other healthcare providers.
Chapter
Every day thousands of individuals need to make critical decisions about their health based on numerical information, yet recent surveys have found that over half the population of the United States is unable to complete basic math problems. How does this lack of numerical ability (also referred to as low numeracy, quantitative illiteracy or statistical illiteracy) impact healthcare? What can be done to help people with low numeracy skills? Numerical Reasoning in Judgments and Decision Making about Health addresses these questions by examining and explaining the impact of quantitative illiteracy on healthcare and in specific healthcare contexts, and discussing what can be done to reduce these healthcare disparities. This book will be a useful resource for professionals in many health fields including academics, policy makers, physicians and other healthcare providers.
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