We’re More Likely to Stick to Decisions Rooted in Emotions - Deepstash

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We’re More Likely to Stick to Decisions Rooted in Emotions

https://insights.som.yale.edu/insights/we-re-more-likely-to-stick-to-decisions-rooted-in-emotions

insights.som.yale.edu

We’re More Likely to Stick to Decisions Rooted in Emotions
Should you trust your gut? A new study co-authored by Yale SOM’s Taly Reich finds that decisions made on the basis of feelings hold up longer in the face of new information than decisions made deliberately and rationally. 

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How we make decisions

How we make decisions

New studies examined the relationship between how people make decisions - if they make it rationally or emotionally - and how determined they are to defend that choice.

They found that when people make a choice based on feelings, they are more protective of that choice.

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Implications of emotional decision-making

  • For marketers: Drawing out a decision based on feelings could encourage a stronger allegiance among consumers. This could be achieved through subtle tactics like visuals instead of words, or colors instead of gray-scale.

  • For consumers: Choices that need steadfast commitment should be made with emotion instead of weighing up pros and cons. Choices that need frequent consideration should be made rationally.

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The connection between guilt and pleasure could be powerful for marketers. Appealing to a negative attribute that is connected to pleasure can be more effective at persuading people than directly talking about positive attributes.

We may think our choices are rational, but the things we think or feel in the moment affect our preferences. In a study, giving respondents a choice of donating $5 to charity or using it for a Starbucks espresso drink, the likelihood and amount of donations increased, compared to a second group who had to choose between a charitable donation and a $5 laundry detergent.

The rational manner

When faced with a difficult dilemma, we should carefully assess our options and spend a few moments consciously deliberating the information. Then, we should choose the best fit for our preferences...

The emotional system

It's only in the last few years that researchers have demonstrated that the emotional system might excel at complex decisions, or those involving lots of variables.

This would suggest that the unconscious is better suited for difficult cognitive tasks than the conscious brain, that the very thought process we've long disregarded as irrational and impulsive might actually be "smarter" than reasoned deliberation.

How emotional decision-making works

Thinking in a rational manner is more effective when there are limited pieces of information.  However, those focused on feelings prove far better in complex conditions

The advantages of emotional decision-making could be undone by a subsequent bout of deliberation, which suggests that we shouldn't doubt a particularly strong instinct, at least when considering lots of information.

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Decisions Using Our Instinct

Decisions Using Our Instinct

Business leaders often make important decisions that defy any logical analysis. This process may be termed as a gut instinct, a hunch, or an inner voice.

Our emotions and feelings may b...

Patterns In Randomness

Our gut instinct or intuition can come in many forms, like detecting patterns in places where other people only see randomness or having a sudden flash of brilliance which goes against the grain but feels right.

Gathering enough data to make a rational decision also takes up a lot of time, and in today's fast-paced world, by the time one procures all data, the decision becomes antiquated.

Subconscious And Conscious Brain

Our subconsious mind continuously processes information, even when we sleep, which our conscious mind finally learns or infers, lighting a bulb inside us.

We know the gut feeling is true because our 'right brain'(intuition and emotion-based) already knew the revelation that our left brain (logic and consciousness-based) now has come to know.