7 Pages Posted: 28 Feb 2013
Date Written: February 25, 2013
Affect and reliance on affect in making decisions under risk (affect heuristic) are important and distinct concepts that have received virtually no attention in the study of IS/ecommerce risk assessment. Affect in response to a risky stimulus is automatic and precedes all judgments/decisions. When processing of information is difficult, due to ambiguity or stimulus novelty, people might substitute a readily available evaluation (affect) for deliberation. When affect results in a strong positive/negative feeling state, people report benefits and costs, which are congruent with affect - thus, there is a possibility that privacy calculus and similar trade-off models may be artifacts of ignoring affect, rather than genuine phenomena. Finally, the concept of affect directs attention to the affective evaluability of attributes of stimulus as a key step in measuring, understanding and communicating risk. We are in the process of developing a model of risk which incorporates affective considerations for IS/Ecommerce research.
Keywords: Affect, risk, concern, privacy, security, imagery, affect pool, affect heuristic, risk-as-feeling
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