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Recent research has documented that affect plays a crucial role in risk perception. When no information about numerical risk estimates is available (e.g., probability of loss or magnitude of consequences), people may rely on positive and negative affect toward perceived risk. However, determinants of affective reactions to risks are poorly understood. In a series of three experiments, we addressed the question of whether and to what degree mental imagery eliciting negative affect and stress influences risk perception. In each experiment, participants were instructed to visualize consequences of risk taking and to rate riskiness. In Experiment 1, participants who imagined negative risk consequences reported more negative affect and perceived risk as higher compared to the control condition. In Experiment 2, we found that this effect was driven by affect elicited by mental imagery rather than its vividness and intensity. In this study, imagining positive risk consequences led to lower perceived risk than visualizing negative risk consequences. Finally, we tested the hypothesis that negative affect related to higher perceived risk was caused by negative feelings of stress. In Experiment 3, we introduced risk-irrelevant stress to show that participants in the stress condition rated perceived risk as higher in comparison to the control condition. This experiment showed that higher ratings of perceived risk were influenced by psychological stress. Taken together, our results demonstrate that affect-laden mental imagery dramatically changes risk perception through negative affect (i.e., psychological stress).

The Affective Bases of Risk Perception: Negative Feelings and Stress Mediate the Relationship between Mental Imagery and Risk Perception