People base their judgments of an activity or a technology not only on what they think about it but also on what they feel about it!

People base their judgments of an activity or a technology not only on what they think about it but also on what they feel  about it. If they like an activity, they are moved toward judging the risks as low and the benefits as high; if they dislike it, they tend to judge the opposite—high risk and low benefit. Under this model, affect comes prior to, and directs, judgments of risk and benefit.
—Slovic, Finucane, Peters, and MacGregor,
“Risk as Analysis and Risk as Feelings”

People base their judgments of an activity or a technology not only on what they think about it but also on what they feel about it!