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6.6 Emotion and Decision
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<a name="Topic16"></a>
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<span class=outlineNumberFirst>6.6 </span><span class=topicLineFirst>Emotion and Decision</span>
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<div class="topicTextNotes"><div align="left"><font face="Times New Roman" size="3"><span style="font-size:12pt">We make many decisions,
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and sometimes we are more or less logical about them. And it is
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arguable that all decision are, ultimately emotional.</span></font><span></span></div>
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<div align="left"><font face="Times New Roman" size="5"><span style="font-size:18pt"><b>Logical vs.
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emotional decision-making</b></span></font><span></span></div>
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<div align="left"><font face="Times New Roman" size="3"><span style="font-size:12pt">Decision-making
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is a cognitive process where the outcome is a choice between alternatives.
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We often have different preferences as to our preferred, approach, varying between thinking
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and feeling.</span></font><span></span></div>
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<div align="left"><font face="Times New Roman" size="4"><span style="font-size:14pt"><b>Logical decision-making</b></span></font><span></span></div>
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<div align="left"><font face="Times New Roman" size="3"><span style="font-size:12pt">When we use logic
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to make decisions, we seek to exclude emotions, using only rational
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methods, and perhaps even mathematical tools. The foundation of such decisions is the
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principle of utility, whereby the value of each option is assessed by assigning criteria (often
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weighted).</span></font><span></span></div>
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<div align="left"><font face="Times New Roman" size="4"><span style="font-size:14pt"><b>Emotional decision-making</b></span></font><span></span></div>
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<div align="left"><font face="Times New Roman" size="3"><span style="font-size:12pt">There is a whole
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range of decision-making that uses emotion, depending on the degree of logic
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that is included in the process. </span></font><span></span></div>
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<div align="left"><font face="Times New Roman" size="3"><span style="font-size:12pt">A totally emotional
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decision is typically very fast. This is because it takes time (at least 0.1
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seconds) for the rational cortex to get going. This is the reactive (and largely subconscious)
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decision-making that you encounter in heated arguments or when faced with immediate danger.</span></font><span></span></div>
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<div align="left"><font face="Times New Roman" size="3"><span style="font-size:12pt">Common emotional
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decisions may use some logic, but the main driving force is emotion, which
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either overrides logic or uses a pseudo-logic to support emotional choices (this is extremely
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common).</span></font><span></span></div>
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<div align="left"><font face="Times New Roman" size="3"><span style="font-size:12pt">Another common
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use of emotion in decision is to start with logic and then use emotion in the
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final choice.</span></font><span></span></div>
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<div align="left"><font face="Times New Roman" size="5"><span style="font-size:18pt"><b>Damasio's research</b></span></font><span></span></div>
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<div align="left"><font face="Times New Roman" size="3"><span style="font-size:12pt">Neuroscientist
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Antonio Damasio studied people who had received brain injuries that had had
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one specific effect: to damage that part of the brain where emotions are generated. In all other
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respects they seemed normal - they just lost the ability to feel emotions.</span></font><span></span></div>
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<div align="left"><font face="Times New Roman" size="3"><span style="font-size:12pt">The interesting
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thing he found was that their ability to make decisions was seriously impaired.
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They could logically describe what they should be doing, in practice they found it very difficult
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to make decisions about where to live, what to eat, etc.</span></font><span></span></div>
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<div align="left"><font face="Times New Roman" size="3"><span style="font-size:12pt">In particular,
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many decisions have pros and cons on both sides. Shall I have the fish or the
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beef? With no rational way to decide, they were unable to make the decision.</span></font><span></span></div>
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<div align="left"><font face="Times New Roman" size="5"><span style="font-size:18pt"><b>The point of
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decision</b></span></font><span></span></div>
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<div align="left"><font face="Times New Roman" size="4"><span style="font-size:14pt"><b>Always emotional
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decision?</b></span></font><span></span></div>
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<div align="left"><font face="Times New Roman" size="3"><span style="font-size:12pt">So at the point
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of decision, emotions are very important for choosing. In fact even with what
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we believe are logical decisions, the very point of choice is arguably always based on emotion.</span></font><span></span></div>
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<div align="left"><font face="Times New Roman" size="3"><span style="font-size:12pt">We talk about decisions
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that feel or seem right. When logical decisions are wrong, we will often
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feel that this is so. Emotions are perhaps signals from the subconscious that tell us a lot about
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what we really choose.</span></font><span></span></div>
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<div align="left"><font face="Times New Roman" size="4"><span style="font-size:14pt"><b>Subconscious
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in charge?</b></span></font><span></span></div>
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<div align="left"><font face="Times New Roman" size="3"><span style="font-size:12pt">An even stranger
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factor is research where the subject's brain was wired up to recorders and
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the subject was asked to simply press a red button at any time. The notion was that if the
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conscious mind was in charge, then that part of the brain would be seen to change first, an if the
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decision started in the subconscious, then electrical activity in that part of the brain would work
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first.</span></font><span></span></div>
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<div align="left"><font face="Times New Roman" size="3"><span style="font-size:12pt">And the answer
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was...that the subconscious started activity first. The shocking conclusion is
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that the subconscious is in charge of the bus, and that we are living an illusion of conscious
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choice. As emotions also stem from the subconscious, then this makes it even more likely that
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decisions have a strong emotional influence.</span></font><span></span></div>
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<div align="left"><font face="Times New Roman" size="6"><span style="font-size:24pt"><b>So what?</b></span></font><span></span></div>
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<div align="left"><font face="Times New Roman" size="3"><span style="font-size:12pt">If you want someone
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else to make a decision, first find how emotional or logical they prefer to
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be in that process, and follow their their normal preferences.</span></font><span></span></div>
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<div align="left"><font face="Times New Roman" size="3"><span style="font-size:12pt">Husband their emotions,
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guiding them to a point where, at the moment of decision they will be
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more favorably disposed towards your ideas.</span></font><span></span></div>
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<div align="left"><font face="Times New Roman" size="3"><span style="font-size:12pt">Make emotionally
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tinged appeals in closing with them.</span></font><span></span></div></div>
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<div class="footerText">Dissertation of Paul L. Jansen Ph.D., MBA</div>
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<span>Last updated:</span>
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<span>19-8-2005</span>
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