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Contributors
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- By Nalini Vadivelu, Christian J. Whitney, Raymond S. Sinatra, M. Khurram Ghori, Yu-Fan (Robert) Zhang, Raymond S. Sinatra, Joshua Wellington, Yuan-Yi Chia, Francis J. Keefe, Jon McCormack, Ian Power, John Butterworth, P. M. Lavand’homme, M. F. De Kock, Bradley Urie, Oscar A. de Leon-Casasola, Frederick M. Perkins, Larry F. Chu, David Clark, Martin S. Angst, Cynthia M. Welchek, Lisa Mastrangelo, Raymond S. Sinatra, Richard Martinez, Scott S. Reuben, Asokumar Buvanendran, Raymond S. Sinatra, Pamela E Macintyre, Julia Coldrey, Daniel B. Maalouf, Spencer S. Liu, Susan Dabu-Bondoc, Samantha A. Franco, Raymond S. Sinatra, James Benonis, Jennifer Fortney, David Hardman, Gavin Martin, Holly Evans, Karen C. Nielsen, Marcy S. Tucker, Stephen M. Klein, Benjamin Sherman, Ikay Enu, Raymond S. Sinatra, James W. Heitz, Eugene R. Viscusi, Jonathan S. Jahr, Kofi N. Donkor, Raymond S. Sinatra, Manzo Suzuki, Johan Raeder, Vegard Dahl, Stefan Erceg, Keun Sam Chung, Kok-Yuen Ho, Tong J. Gan, Dermot R. Fitzgibbon, Paul Willoughby, Brian E. Harrington, Joseph Marino, Tariq M. Malik, Raymond S. Sinatra, Giorgio Ivani, Valeria Mossetti, Simona Italiano, Thomas M. Halaszynski, Nousheh Saidi, Javier Lopez, Kate Miller, Ferne Braveman, Jaya L. Varadarajan, Steven J. Weisman, Sukanya Mitra, Raymond S. Sinatra, Theodore J. Saclarides, Knox H. Todd, James R. Miner, Chris Pasero, Nancy Eksterowicz, Margo McCaffery, Leslie N. Schechter, Amr E. Abouleish, Govindaraj Ranganathan, Tee Yong Tan, Stephan A. Schug, Marie N. Hanna, Spencer S. Liu, Christopher L. Wu, Craig T. Hartrick, Garen Manvelian, Christine Miaskowski, Brian Durkin, Peter S. A. Glass
- Edited by Raymond S. Sinatra, Oscar A. de Leon-Cassasola, University of Rochester Medical Center, New York, Eugene R. Viscusi, Brian Ginsberg
- Foreword by Henry McQuay
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- Book:
- Acute Pain Management
- Published online:
- 26 October 2009
- Print publication:
- 27 April 2009, pp vii-xii
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4 - Imagining Can Heighten or Lower the Perceived Likelihood of Contracting a Disease: The Mediating Effect of Ease of Imagery
- from PART ONE - THEORETICAL AND EMPIRICAL EXTENSIONS
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- By Steven J. Sherman, Department of Psychology Indiana University, Robert B. Cialdini, Department of Psychology Arizona State University, Donna F. Schwartzman, Department of Psychology Arizona State University, Kim D. Reynolds, Department of Psychology Arizona State University
- Edited by Thomas Gilovich, Cornell University, New York, Dale Griffin, Stanford University, California, Daniel Kahneman, Princeton University, New Jersey
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- Book:
- Heuristics and Biases
- Published online:
- 05 June 2012
- Print publication:
- 08 July 2002, pp 98-102
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Summary
Findings from a number of studies (Anderson, 1983; Anderson, Lepper, & Ross, 1980; Carroll, 1978; Gregory, Cialdini, & Carpenter, 1982; Ross, Lepper, Strack, & Steinmetz, 1977; Sherman, Zehner, Johnson, & Hirt, 1983) indicate that when a hypothetical outcome is imagined and/or explained, it becomes subjectively more likely to occur. For example, Gregory et al. (1982) asked subjects to imagine winning a contest or being arrested for a crime. In each case, subjects came to believe more strongly that the event could happen to them. Furthermore, the imagination procedure influenced later compliance behavior as well as probability estimates. Homeowners who imagined watching and enjoying the benefits of a cable television service were subsequently more likely to subscribe to such a service when given the opportunity to do so.
What process underlies these dramatic judgmental and behavioral effects of explaining and imagining hypothetical future events? The work to date indicates an interpretation based on the operation of one of the cognitive heuristics used in judgments under uncertainty, the availability heuristic (Tversky & Kahneman, 1973). According to this heuristic principle, one basis for the judgment of the likelihood of an uncertain outcome is cognitive availability; that is, the ease with which this outcome can be pictured or constructed. The more available an outcome is, the more likely it is perceived to be….
What might one expect, however, if the event in question could be imagined only with great difficulty, or if subjects failed in their attempts to imagine or explain it?