文档介绍：Rational Actors or Rational Fools:
Implications of the Affect Heuristic for Behavioral Economics
by
Paul Slovic
Decision Research
1201 Oak Street
Eugene, Oregon 97401, USA
November 8, 2001
This paper is a revised version of a chapter titled “The Affect
Heuristic,” prepared by Paul Slovic, Melissa Finucane, Ellen Peters, and
Donald G. MacGregor for publication in T. Gilovich, D. Griffin, & D.
Kahneman, (Eds.), Intuitive Judgment: Heuristics and Biases. Cambridge
University Press, 2002.
C:\Authors_pan\Paul\Rational actors November 1\Rational actors - 11/12/01 8:56 AM
Rational Actors or Rational Fools
Content Outline
I. Introduction
II. Background
III. Empirical Evidence for the Affect Heuristic
A. Manipulating Preferences Experimentally
B. Heart and Mind in Conflict
C. Evaluating Gambles
D. Image, Affect, and Decision Making
E. Evaluability
F. Proportion Dominance
G. Insensitivity to Probability
H. Mid-Course Summary
I. The Affect Heuristic in Judgments of Risk and Benefit
J. Judgments of Probability, Relative Frequency, and Risk
K. Further Evidence
IV. The Downside of Affect
A. Manipulation of Affect in Our Daily Lives
B. Failures of the Experiential System
1. Choices over time
2. The decision to smoke cigarettes
V. Conclusion: Are We Rational Actors or Rational Fools?
VI. References
C:\Authors_pan\Paul\Rational actors November 1\Rational actors - 11/12/01
Rational Actors or Rational Fools
Introduction
This paper introduces a theoretical framework that describes the importance of affect in
guiding judgments and decisions. As used here, “affect” means the specific quality of
“goodness” or “badness”(i) experienced as a feeling state (with or without consciousness) and
(ii) demarcating a positive or negative quality of a stimulus. Affective responses occur rapidly
and automatically – note how quickly you sense the feelings asso