by Schmitt and Blass (2008). They produced two versions of an anti-smoking film. One contained high fear arousal and one did not. When exposed to these films, the participants (46 non-smoking students and 5 smoking students) expressed stronger anti-smoking behavioral intentions than when they viewed the low fear-arousal version. Climate change Research has shown that Americans are aware of climate change, but do not consider it to be a serious problem due to the lack of an affective response. Many people report as not having experienced the consequences of climate change or that it is a long-term consequence that will not happen in the near future. Therefore, it is considered to be of lower priority and not much is done as a solution to global climate change. Risk communication Research on the affect heuristic had its origin in risk perception. Communicating risk is meant to improve the correspondence between the magnitude of the risk of an issue and the magnitude to which people respond to that risk. Affect, specifically negative affect, is an important method for increasing perceived risk considering its influences on perceived risk and thus has been utilized as essential for communicating risk to the public. Raising risk awareness is thought to be increased when risk information is presented in the form of frequences (e.g. “Within 40 years there is a 33% probability of flood”) or probabilities (e.g. “Each year there is a 1% probability of flood). This method is thought to evoke an affective response which then increases the availability of risk which results in greater perceived risk. This demonstrates how the way in which information is presented influences the way in which people interpret the information, more specifically, potential risks. Research also shows that people's financial risk taking is affected by their emotional state, The affect heuristic is certainly evident in product innovations we see in the market. The processes consumers use to weigh the potential risk and benefits associated with purchasing such innovations are in constant motion. A study by Slovic and King (2014) tries to explain this specific phenomenon. Their experiment addresses the extent to which feelings dominate early perceptions of new products. Participants were exposed to three innovations in pretest and posttest design. Through this study, they concluded that risks and benefits associated with innovations are related to the consumer's evaluations of the products. Cancer Researchers have looked at the affective and experiential