Examining the Relationship Between Affect and Implicit Associations: Implications for Risk Perception

Simone Dohle, Carmen Keller and Michael Siegrist

Risk Analysis, 2010, vol. 30, issue 7, 1116-1128

Abstract: It has been suggested that affect may play an important role in risk perception. Slovic et al. argued that people make use of the “affect heuristic” when assessing risks because it is easier and more efficient to rely on spontaneous affective reactions than to analyze all available information. In the present studies, a single category implicit association test (SC‐IAT) to measure associations evoked by different hazards was employed. In the first study, we tested the extent to which the SC‐IAT corresponds to the theoretical construct of affect in a risk framework. Specifically, we found that the SC‐IAT correlates with other explicit measures that claim to measure affect, as well as with a measure of trust, but not with a measure that captures a different construct (subjective knowledge). In the second study, we addressed the question of whether hazards that vary along the dread dimension of the psychometric paradigm also differ in the affect they evoke. The results of the SC‐IAT indicated that a high‐dread hazard (nuclear power) elicits negative associations. Moreover, the high‐dread hazard evoked more negative associations than a medium‐dread hazard (hydroelectric power). In contrast, a nondread hazard (home appliances) led to positive associations. The results of our study highlight the importance of affect in shaping attitudes and opinions toward risks. The results further suggest that implicit measures may provide valuable insight into people's risk perception above and beyond explicit measures.

Date: 2010
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)

Downloads: (external link)
https://doi.org/10.1111/j.1539-6924.2010.01404.x

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wly:riskan:v:30:y:2010:i:7:p:1116-1128

Access Statistics for this article

More articles in Risk Analysis from John Wiley & Sons
Bibliographic data for series maintained by Wiley Content Delivery ().