According to the affect heuristic, people often rely upon their overall affective impression of a target to form judgments of risk. However,
innovation research has largely characterized risk perception as a function of what the consumer knows rather than how they feel. In three
studies, this research investigates the use of the affect heuristic in consumer judgments of product innovations. The findings indicate that
judgments of risks and benefits associated with product innovations are inversely related and affectively congruent with evaluations of those
innovations. Additionally, more affectively extreme evaluations are associated with increasingly disparate judgments of risk and benefit.
This research contributes to our theoretical understanding of both consumers’ evaluations of product innovations and the affect heuristic.
Implications and suggestions for future research are also discussed.