LAUSR

Abstract People engage in risk behavior as a means to different goals they may pursue. This research investigates why people choose risk behavior as opposed to finding alternative means to fulfill these goals. One intuitive answer is that they are not aware of the negative consequences of these behaviors. However, there is now substantial research suggesting that, in fact, people know and understand the consequences of risk behavior. We propose that risk behavior may be perceived as particularly instrumental to certain goals because of its potential negative consequences. This possibility is suggested by the principle of counterfinality whereby, a means' perceived instrumentality to one's goals may increase to the extent to which it is detrimental to alternative goals. To support this argument, we present evidence from five studies showing that: 1) people are more likely to engage in risk behavior when relevant goals become accessible; 2) this effect is stronger when the negative consequences of risk behavior are emphasized and 3) it is explained by an increase in perceived instrumentality of risk behaviors to the current goals; 4) people who are more concerned with finding the “best” means to fulfill their goals (i.e., people high in a regulatory mode characterized by assessment) are more likely to engage in risk behavior. These findings offer preliminary support for the notion of counterfinality as a source of perceived instrumentality of risk behavior to people's goals and may explain engagement in risk behavior despite potential negative consequences.