The Behavioral Affective Associations Model

Abstract

This chapter presents a conceptual overview of the role of affective associations in behavioral decision-making. It focuses first on the mechanisms through which affect influences behavior. It then describes the behavioral affective associations model and provides a summary of the research using the model with examples showing promotion of protective behavior and reduction of risky behavior. While observational studies are included, experimental studies in both laboratory and field settings are highlighted to model how interventions can manipulate affective associations to change behaviors. As affect is central to decision-making, new directions for research, such as the role of constructs related to affect, are explored as they relate to decision-making. Finally, implications for real-world interventions and techniques to use affect as a tool for behavior change are discussed.

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