Heat Misers, Snow Misers, and Cognitive Misers: The 'Nukewarm' Perceptions of Nuclear Power

Rising energy demand in the United States necessitates alternatives to fossil fuels, yet renewable energy sources alone are insufficient to meet this demand. Nuclear power presents a promising option but faces persistent public hesitancy. This study examines how heuristic-based biases relate to American's risk-benefit perceptions towards nuclear power. Guided by the heuristic-systematic model. Results indicate that competence and affect are related to risk-benefit perceptions, and naturalness shows no relationship with risk perceptions but does correlate with benefit perceptions. Implications highlight the importance of affect-driven communication strategies for nuclear communicators, while also underscoring the need for participatory approaches that foster trust and dialogue. Limitations of sampling and measurement are noted, with recommendations for future research to further examine the interplay of heuristics in shaping public opinion.