being high risk, low risk, high benefit or low benefit. The researchers found that this additional information did in fact influence their judgements. Two similar studies were conducted by Wilson and Arvai in 2006, in which they also looked at the affect heuristic affects high and low risk options. These experiments examine the affect heuristic and the “evaluability hypothesis”, the joint evaluation when options are evaluated in a side-by-side comparison and separate evaluation where options are evaluated on their own. They take this concept and discuss how it relates to the affect heuristic by specifically looking at making traits of an option more or less meaningful in terms of the context of choice, more specifically, affect. To examine this relationship more closely, they conducted two experiments where participants received quantitative information about the nature of risks and were placed in one of two groups: affect-poor combined with high risks and affect-rich combined with low risks. In their first study, they looked how the influence of affect on evaluability in joint evaluations as compared to separate evaluations. To this, participants were asked to make choices about the affect-rich problem of crime and the affect-poor problem of deer overpopulation. Participants were asked to rate how they perceived crime and deer overpopulation by rating on a scale from "very good" to "very bad." They found that participants ignored the quantitative information and focused on the affect characteristics. Fear appeals Health campaigns often use “fear appeals” to grab the attention of their audience. Fear appeals are a type of advertising that specifically uses methods of creating anxiety in the consumer which results in the consumer wanting to cure this fear by purchasing the product. In a study by Averbeck, Jones, and Robertson (2011), researchers look at how prior knowledge influences one's response to fear appeals. Surveys were distributed which manipulated prior knowledge as low or high and two different topics: sleep deprivation or spinal meningitis. Various scale were used to test how prior knowledge affects certain health-related issues. Researchers found that individuals who had prior knowledge in a certain subject exhibited less fear and were least likely to fall prey to the affect heuristic as opposed to individuals that did not have prior knowledge who exhibited more fear and were more likely to fall prey. Another example of how fear appeals are used in marketing today is through the findings presented in the experiment