publication . Article . 2014

Incidental Affective State and Financial Risk: Beyond a Valence-Based Approach

Galentino Andrea; Bonini Nicolao;
Open Access
  • Published: 01 Jan 2014 Journal: Micro & Macro Marketing, issue 2, pages 241-260
Standard economic models explain decision-making under risk as a methodical utility maximization process. Developments in cognitive psychology and neuroeconomics show the volatility of such conceptualization highlighting human bounded rationality and discussing the role of decision makers' affective state in cognitive evaluations of risk ("risk as feelings"). Affective influences may be elicited by the decision process itself (integral affect) or might be associated with stimuli/events unrelated to the decision to be made (incidental affect). This paper reviews recent psychological and neuroscience literature on the role of incidental affect on risky choice, esp...
free text keywords: Financial Risk; Affective State; Valence; Arousal.
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