effect of emotion on decision making
TRANSCRIPT
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Emotions
Kai Wang ~ Morgan Keys ~ Ying-Yu Chen ~ Jeremy Canfield
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the obligatory outline slide:the Theory: Valence andAppraisal
Application 1: smoke
Application 2: auctions
Application 3: politicshere and there
Summing up:
Implications for Decision MakingImplications for Choice Architecture
Discussion Question for your Consideration
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emotions: the valence view
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emotions: the appraisal view (simplified)
Lerner & Keltner 2000
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Happinessand Angerincreaseconfidence
Both Happiness and Anger trigger increased confidence,feelings of power, and decreased sensitivity to risk.(JMDM, 96)
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Disgustand SadnessWarp UtilityFunctions in Opposite Ways
Disgust: focuses attention on physical contamination, motivates us to purgeourselves of contaminating agents. Triggers the desire to expel, making peopleeager to get rid of things and avoid acquiring new things. Hence they will sell
things at lower prices, as well as bid lower on things.(JMDM, 96)
Sadness: focus attention on self, leads to rumination, change seekingbehavior. Triggers goal to change one's circumstances, thereby increasingwillingness to pay, as well as price demanded to sell. (JMDM, 96)
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Fear
Makes our minds sensitive
to risk and prepares ourbodies to flee.
Creates risk-averse
behavior. (JMDM, 96)Anti-smoke: http://www.youtube.com/watch?v=Vkbvd9FvVwU
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Application 2: Swoopo.com
Swoopo: http://www.swoopo.com/
Auction site where users pay not only for items but for every bidthey make. Bidding wars, can lead to users paying far more
than rational.
Is this a case of regret-avoidance?
[Silver Medalists]
(JMDM, 98)
http://www.swoopo.com/http://www.swoopo.com/ -
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Application 3.a: Glenn Beck & KeithOlberman
Glenn Beck on progressives: http://www.youtube.com/watch?v=hvMqHiiL1lI#t=1m03s http://www.youtube.com/watch?v=hvMqHiiL1lI#t=2m47s --Appealing to emotion of disgust.
Keith Olberman on conservatives: http://www.youtube.com/watch?v=IbWw23XwO5o#t=9m05s
http://www.youtube.com/watch?v=IbWw23XwO5o#t=9m05shttp://www.youtube.com/watch?v=IbWw23XwO5o#t=9m05shttp://www.youtube.com/watch?v=hvMqHiiL1lI#t=2m47shttp://www.youtube.com/watch?v=hvMqHiiL1lI#t=1m03s -
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Application 3.b: Taiwanese Politician'sspeech use of emotion
The terms that politician uses in the speechLocal "we" vs "they" on the mainland
Increasing emotional intensity by virtue of merely repeatinga phrase
former Taiwan president Chen Shui-Bian asked the crowd "Is A-bianwrong?" for four times in the speech and the crowd responded to himmore and more enthusiastic by each time he asked.
http://www.youtube.com/watch?v=mIzVyA61VQA#t=0m55s
http://www.youtube.com/watch?v=mIzVyA61VQA#t=0m55shttp://www.youtube.com/watch?v=mIzVyA61VQA#t=0m55s -
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Choice Architecture:Management: managers can makeemployees devote more by usingemotions.eg. William Wallace in "Brave Heart"
To Neutralize: Ask yourself "what am
I feeling right now?"
"To neutralize the negative impact of emotionson our decisions, we must begin by identifyingthe emotions and their sources. Identifying thesource of emotion allows people to react to thecausal stimulus with system 2 instead of system1." (pg. 99 JMDM)
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For Discussion - Repetition:Enhance orWear Out Emotional Response?
The African Children Charitypictures are typical. People'ssympathy could bedesensitized after looking at
too many similar images orhearing the refrain
The repetition of politician'squestion could raise theemotion of the crowd evenhigher.
Obama: Yes we can! Yeswe can!
Glen: it's morning inAmerica.
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Implications for Decision Making
Summary:
Emotions vary along two axes.
Emotions affect decision making--people and theenvironment can affect emotions and thus your decisions.
e.g. Speakers can use disgust to induce a desire todiscard things, or use sadness to induce a desire to paymore.