Strong emotional connection enhances user retention
Can skew logical decision-making
The Affect Heuristic describes how emotional states influence judgments and decisions. In a 2000 study by Slovic et al., researchers sought to understand the role of emotion in risk and benefit assessment. Participants were presented with activities described in either positive or negative terms, then asked to evaluate perceived risk and benefit. The findings revealed that positive emotions reduced perceived risks while negative emotions heightened them, demonstrating the powerful influence of affect on cognitive processing.
The study showed that people's judgments about risks and benefits shift based on their emotional state. Emotional context, whether positive or negative, can significantly impact decision-making, guiding user behaviour more than objective information alone.
1.
Use positive emotions to build trust and engagement.
2.
Present risk with balanced, neutral language.
3.
Test emotional responses to enhance user experience.
