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The Risk-as-feelings hypothesis in a Theory-of-planned-behaviour perspective


  • Therese Kobbeltvedt
  • Katharina Wolff


The Theory of Planned Behaviour (TpB: Ajzen, 1985; 1991) is based on a utility framework, and the Risk-as-Feelings hypothesis (RaF: Loewenstein, Weber, Hsee, \& Welch, 2001) is a feelings-based behavioural model. The TpB and RaF are first compared and contrasted. Two empirical studies investigated the predictive power of consequence-based vs.\ affect-based evaluative judgements for behavioural intentions: Study 1 (\textit{n} = 94) applied a regression model to examine the predictive value of a subset of shared variables, unique TpB variables, and unique RaF variables for intentions to have unsafe sex. Study 2 (\textit{n} = 357) experimentally examined whether intentions are driven by consequences or feelings, in two decision vignettes with opposite qualities: A positive hedonic experience with potential negative consequences (unsafe sex) vs.\ a negative hedonic experience with potential positive consequences (back surgery). The results supported the TpB by emphasising the role of outcome-expectations in the construction of intentions, and the RaF by showing the importance of affective subcomponents in attitudes. % Behavioural % decision models need to capture the general, the individual, and the % dynamic. The inclusion of contextual and individual trends may % facilitate behavioural predictions. % unclear

Suggested Citation

  • Therese Kobbeltvedt & Katharina Wolff, 2009. "The Risk-as-feelings hypothesis in a Theory-of-planned-behaviour perspective," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 4(7), pages 567-586, December.
  • Handle: RePEc:jdm:journl:v:4:y:2009:i:7:p:567-586

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    References listed on IDEAS

    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Richard M. Ryan & Veronika Huta & Edward Deci, 2008. "Living well: a self-determination theory perspective on eudaimonia," Journal of Happiness Studies, Springer, vol. 9(1), pages 139-170, January.
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    Cited by:

    1. Hemmerich, Joshua A. & Elstein, Arthur S. & Schwarze, Margaret L. & Moliski, Elizabeth Ghini & Dale, William, 2012. "Risk as feelings in the effect of patient outcomes on physicians' future treatment decisions: A randomized trial and manipulation validation," Social Science & Medicine, Elsevier, vol. 75(2), pages 367-376.


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