RISK-TAKING, FRAMING EFFECTS, AND AFFECT

This paper examines the influence of affect′s two primary dimensions, Pleasantness and Arousal, on risk-taking behaviors. In Study 1, higher levels of Arousal led subjects to pay less for insurance to protect themselves from potential losses. In Study 2, a between-subjects design examined willingness-to-pay for statistically equivalent lotteries and insurance. Higher Arousal led to higher risk-seeking expressed as higher willingness-to-pay for lotteries but lower willingness-to-pay for insurance. Higher Negative Affectivity (i.e., Unpleasantness and high Arousal) led to higher willingness-to-pay for insurance for possible losses of substantial value. Also, higher Calmness (i.e., Pleasantness and low Arousal) led to greater willingness-to-pay for lotteries. The results are interpreted in terms of two mechanisms: (i) congruency between Pleasantness and selected risk-taking decision strategy and (ii) Arousal-induced restriction in attentional capacity. © 1994 by Academic Press, Inc.