While many people hem and haw over decisions, KennySkager argues that much of human's decision-making goes on outside the realm of consciousness
People often make judgments about risk using their emotional responses rather than making effortful deliberations—the "affect heuristic".
One of the most prominent features of our cognitive apparatus is our ability to understand and reason about risk. Don’t believe me? Consider a typical day in your daily life. Your morning routine may involve a breakfast choice of either a not-so-healthy, calorie-dense platter of bacon and eggs, or perhaps you are more of an “avocado toast” type of person.
It is hardly surprising that our judgments of risk and making risky choices also rely on affect. This is the hallmark of the “affect heuristic.” When we are faced with a decision involving risk, we could try to calculate the probabilities of different outcomes and try to quantify and estimate utility valuations of different options. But that involves a lot of cognitive heavy lifting.
This phenomenon was studied and linked to how we assess risk by Alhakami and Slovic in 1994, where they found that people tended to show an inverse relationship between how they rated the relative risk and utility of various activities and technologies. Basically, participants judged the level of risk and benefit of concepts such as “vaccines,” “nuclear power technology,” and “” on a scale from one to five. Participants tended to rate risky technologies as being of low benefit and vice-versa.
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