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The Influence of Affect on Heuristic Thinking in Insurance Demand
Author(s) -
Jaspersen Johannes G.,
Aseervatham Vijay
Publication year - 2017
Publication title -
journal of risk and insurance
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.055
H-Index - 63
eISSN - 1539-6975
pISSN - 0022-4367
DOI - 10.1111/jori.12088
Subject(s) - representativeness heuristic , affect (linguistics) , heuristic , actuarial science , psychology , social psychology , economics , computer science , artificial intelligence , communication
Heuristic thinking can influence human behavior in decisions under risk and uncertainty. In an experimental setting, we study whether emotional activation primes individuals to use the representativeness heuristic and the affect heuristic. We observe the decision behavior of 272 subjects in a computer‐based experiment that differentiates between incidental affect and integral affect. Positive incidental affect and integral affect increase the use of the representativeness heuristic, while negative incidental affect has no effect. Our findings have statistical and economic significance and carry implications for insurance companies and regulators.