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Affect, Risk and Decision Making Review

calendar_month 16 Iun 2014, 00:00
The perception of risk can differ nowadays, as we may find risk as feelings (instinctive and intuitive reactions to danger) and risk as analysis. Slovic, Peters, Finucane and MacGregor, in the article Affect, Risk and Decision Making focus on how risk is perceived and evaluated and how heuristic affect influences the human decision making, especially how it influences judgments and decisions in cancer prevention and control. The affect represents the emotions that one might experience conscious or not regarding a certain situation, by demarcating a positive or negative quality of stimulus.

By dividing in two parts the way people apprehend reality, affective and analytical, the main question remains which we use when we are making a decision and how it affects us. Even though the analytical has an important role in some circumstances, the affect has also a significant role in the decision making process as it is much quicker and efficient. The decision researchers are now recognizing that the experiential and the analytical way of thinking are both active, as one cannot be analyzing a certain situation without having some guidance from the affect at some point.