The affect heuristic, mortality salience, and risk: Domain‐specific effects of a natural disaster on risk‐benefit perception

We examine how affect and accessible thoughts following a major natural disaster influence everyday risk perception. A survey was conducted in the months following the 2004 south Asian Tsunami in a representative sample of the Swedish population (N = 733). Respondents rated their experienced affect as well as the perceived risk and benefits of various everyday decision domains. Affect influenced risk and benefit perception in a way that could be predicted from both the affect-congruency and affect heuristic literatures (increased risk perception and stronger risk-benefit correlations). However, in some decision domains, self-regulation goals primed by the natural disaster predicted risk and benefit ratings. Together, these results show that affect, accessible thoughts and motivational states influence perceptions of risks and benefits.