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1、JournalofSocio-Economics31(2002)329342Rationalactorsorrationalfools:implicationsoftheaffectheuristicforbehavioraleconomicsPaulSlovic∗,MelissaFinucane,EllenPeters,DonaldG.MacGregorDecisionResearch,1201OakStreet,Eugene,OR97401,USAAbstractThispaperdescribestwofundamen
2、talmodesofthinking.Theexperientialmode,isintuitive,au-tomatic,natural,andbaseduponimagestowhichpositiveandnegativeaffectivefeelingshavebeenattachedthroughlearningandexperience.Theothermodeisanalytic,deliberative,andreasonbased.Idescriberecentempiricalresearchillumin
3、atingtheaffectheuristicwhereinpeoplerapidlyconsulttheiraffectivefeelings,whenmakingjudgmentsanddecisions.Thisheuristicenablesustoberationalactorsinmanysituations.Itworksbeautifullywhenexperienceenablesustoanticipateaccuratelyhowwewilllikeordisliketheconsequencesofou
4、rdecisions.However,itfailsmiserablywhentheconse-quencesturnouttobemuchdifferentthanweanticipated.Inthelattercircumstances,therationalactormaywellbecometherationalfool.©2002ElsevierScienceInc.Allrightsreserved.Keywords:Theaffectheuristic;Rationalactors;Behavioralecon
5、omics1.IntroductionThispaperintroducesatheoreticalframeworkthatdescribestheimportanceofaffectinguid-ingjudgmentsanddecisions.Asusedhere,affectmeansthespecificqualityofgoodnessorbadness(i)experiencedasafeelingstate(withorwithoutconsciousness)and(ii)de-marcatingapositi
6、veornegativequalityofastimulus.AffectiveresponsesoccurrapidlyandautomaticallynotehowquicklyyousensethefeelingsassociatedwiththestimuluswordThispaperincludesexcerptsfromachaptertitledTheAffectHeuristic,preparedbyPaulSlovic,MelissaFinucane,EllenPeters,andDonaldG.MacG
7、regorforpublicationinGilovich,T.,Griffin,D.,Kahneman,D.(Eds.),2002.HeuristicsandBiases:Thepsychologyofintuitivejudgement.CambridgeUniversityPress.ReprintedwithpermissionofCambridgeUniversityPress.∗Tel.:+1-541-485-2400;fax:+1-541-485-2403.E-mailaddress:pslovic@oregon.
8、uoregon.edu(P.Slovic).1053-5357/02/$seefrontmatter©2002ElsevierScienceInc.Allrightsreserved.PII:S1053-5357(02)00174-9330P.Slovicetal./Jour
