Research On Risk Assessment Of Purchase With ATF

In current research on risk decision, the impact of emotion is attracting more and more attention. The impact of emotion on risk can fall into two categories: one is the incidental affect, and the other is integral affect. Also risk decision making is negative correlation with risk assessment. This thesis will induce incidental emotion in lab and research on the impact of emotion on risk assessment. Most researches on incidental emotion are based on valence of emotion, investigate the impact of different valence on risk decision making, but even the emotion with the same valence can have different impacts on risk decision making. Base on the deficiency about valence, Lerner and Keltner proposed the theory of Appraisal Tendency Framework, investigate the different impact of emotion with same valence on risk assessment of purchase from the sight of appraisal tendency.The thesis investigated the impacts of different emotions with the same valence on purchase risk assessment based on ATF, by choosing fear and anger that people often experience in daily life. There are three experiments in this thesis. It investigates how concrete emotions affect risk assessment of purchase when the correlation of information related with decision making and cognitive load are different.Study1 aims to see the impact of anger and fear on purchase risk assessment. The results show that different negative emotions have different impact on purchase risk assessment. Fear people prone to make negative risk assessment, but the angry ones prone to be optimistic.Study2 aims to investigate how induced anger and fear perform to the risk assessment when the relational information of decision making was shown to the subjects. The result was that: (1) when the negative emotion was induced, the bigger the correlation of the information of decision making is, the more people prone to make negative risk assessment; (2) Different negative emotions have impacts to purchase risk assessment, the same result with Experiment 1. Study3 focuses on the cognitive load, how people perform when their cognitive resource was limited. The other condition was the same as Experiment 2. The results show that: (1) cognitive load influence subjects'performance on risk assessment of purchase; (2) when the cognitive resource was limited, emotion has no influence on risk assessment, still the correlation of the information on decision has the same impact with Experiment 2. All in all, the current research proved the impact of different emotion with the same valence,further investigated the different relational information and the limitation of cognitive resource. In the future more research should be made on serial decision and how to improve the perspective of ecology in risk assessment.