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Emotion and reason in everyday risk perception
Hogarth, Robin; Portell, Mariona; Cuxart, Anna; Kolev, Gueorgui I.
Universitat Pompeu Fabra. Departament d'Economia i Empresa
Although research has documented the importance of emotion in risk perception, little is knownabout its prevalence in everyday life. Using the Experience Sampling Method, 94 part-timestudents were prompted at random via cellular telephones to report on mood state and threeemotions and to assess risk on thirty occasions during their working hours. The emotions valence, arousal, and dominance were measured using self-assessment manikins (Bradley &Lang, 1994). Hierarchical linear models (HLM) revealed that mood state and emotions explainedsignificant variance in risk perception. In addition, valence and arousal accounted for varianceover and above reason (measured by severity and possibility of risks). Six risks were reassessedin a post-experimental session and found to be lower than their real-time counterparts.The study demonstrates the feasibility and value of collecting representative samples of data withsimple technology. Evidence for the statistical consistency of the HLM estimates is provided inan Appendix.
Behavioral and Experimental Economics
representative design
experience sampling method
risk perception; emotional reactions
self-assessment manikins (sam)
retrospective judgment
multilevel analysis
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