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Study: Understanding the impact of logic
and emotion in decision making |
We frequently try to use logical arguments, numbers and facts
when making decisions. However our decision making processes
are not as logical as we would expect them to be.
The human brain is capable of processing both emotional and
empirical information. By empirical information we mean that
information which is derived from experience or observation.
In most people emotional reactions prevail because they are
usually stronger than logical reactions.
Most people have difficulty analyzing and assessing numbers
even if they are presented in a simple way. In addition the
emotional reactions that are created by crime and other
similar situations are usually very intense and for most
people they are relatively more important than any associated
empirical evidence.
This study was conducted by researchers at the University of
Michigan. The basic principle of the study was to ask
volunteers to assess two scenarios that occur in national
parks.
The first scenario was about vandalism and theft inside the
park. The other scenario was about the damage caused by deer
in driving accidents and damage to private property. The
volunteers' task was to assess which of the two scenarios was
more serious and needed more urgent attention by the
authorities. The effects of both scenarios could be measured
on the same scale and this aided in making comparisons and
reporting results.
The overall impression was that the danger caused by crime was
greater. This occurred even though the evidence showed that
the deer caused much more damage. This was attributed to the
negative emotional reactions felt by most of the volunteers
when they thought about crime. The researchers had a tough
time convincing the volunteers that the deer were causing the
most damage even though the evidence provided such a clear
picture. The researchers also discovered that emotions prevail
over logic and facts in many other similar situations such as
war.
The basic question that needs to be answered is whether there
is anything that can be done in order for us to be able to pay
more attention to logic and facts instead of reacting mostly
to our emotions. Research found that any attempts to pay more
attention to logic were only affective in the short run.
During seminars the volunteers could often be convinced to
take logic and numbers into greater consideration, however
soon afterwards their decision making started to be guided by
their emotions once again.
We see therefore that intense emotional situations undermine a
persons potential to make rational decisions even when they
realize that they should be more careful in their decision
making. Emotional reactions play a large role in human
behavior and the consequences of acting solely on emotion
should be taken into account in all circumstances.Sources
Michigan State University
American Marketing Association
Economic and Social Research Council |
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