Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual

Risk as Numbers or Feelings? Disentangle Deliberative and Affective Risk Perceptions in Insurance Decisions

Published: May 24, 2023


Yingting Wen, EMLYON Business School; Ayse ONCULER, Professor, Marketing Department, ESSEC Business School


Literature on risky decision-making distinguishes between deliberative (reason-based) and affective (emotion-based) risk perceptions. Yet when and how the two types of risk perceptions act together across decision contexts remain unclear. The current paper investigates how deliberative and affective risk perceptions associate/disassociate in the insurance context. With three experiments, we present evidence that when the source of state anxiety is unidentified, it generates more pessimistic deliberative and affective risk perceptions. When the source of state anxiety can be identified, integral anxiety impacts both deliberative and affective risk perceptions. In contrast, incidental anxiety only triggers more pessimistic deliberative risk perceptions but does not impact affective risk perceptions. Deliberative risk perceptions play a role in both purchase likelihood and willingness-to-pay (WTP) while affective risk perceptions only influence purchase likelihood in insurance decisions.