Featured Research

from universities, journals, and other organizations

Trust Your Heart: Emotions May Be More Reliable When Making Choices

Date:
February 26, 2009
Source:
University of Chicago Press Journals
Summary:
When choosing a flavor of ice cream, an item of clothing, or even a home, you might be better off letting your emotions guide you, according to a new study.

When choosing a flavor of ice cream, an item of clothing, or even a home, you might be better off letting your emotions guide you, according to a new study in the Journal of Consumer Research.

"Our current research supports theories in evolutionary psychology that propose that our emotions can be conceived as a set of 'programs' that have evolved over time to help us solve important recurrent problems with speed and accuracy, whether it is to fall in love or to escape from a predator," write authors Leonard Lee (Columbia Business School), On Amir (University of California, San Diego), and Dan Ariely (Duke University).

"We investigated the following question: To what extent does relying on one's feelings versus deliberative thinking affect the consistency of one's preferences?" write the authors. To get at the question, the authors designed experiments where participants studied and chose among 8-10 products, sometimes relying upon their emotional reactions and sometimes calling upon cognitive skills. Their conclusion: "Emotional processing leads to greater preference consistency than cognitive processing."

The researchers made some additional discoveries about eliciting consistent choices from participants. The study participants tended to make more consistent choices when products were represented by pictures instead of names; when pictures were in color (rather than black and white); when participants were encouraged to trust their feelings when making their choices; when the participants had greater cognitive constraints (i.e., when they were asked to memorize a ten-digit number as opposed to a two-digit one); and when the products tended to be more exciting (a pen with a built-in FM radio receiver) rather than functional (an LED book light).

It seems the old adage "trust your heart" is true for consumers. "If one buys a house and relies on very cognitive attributes such as resale value, one may not be as happy actually purchasing it," write the authors. "Indeed, our results suggest that the heart can very well serve as a more reliable compass to greater long-term happiness than pure reason."


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Leonard Lee, On Amir, and Dan Ariely. In Search of Homo Economicus: Cognitive Noise and the Role of Emotion in Preference Consistency. Journal of Consumer Research, 2009; 090204073418045 DOI: 10.1086/597160

Cite This Page:

University of Chicago Press Journals. "Trust Your Heart: Emotions May Be More Reliable When Making Choices." ScienceDaily. ScienceDaily, 26 February 2009. <www.sciencedaily.com/releases/2009/02/090223221450.htm>.
University of Chicago Press Journals. (2009, February 26). Trust Your Heart: Emotions May Be More Reliable When Making Choices. ScienceDaily. Retrieved July 30, 2014 from www.sciencedaily.com/releases/2009/02/090223221450.htm
University of Chicago Press Journals. "Trust Your Heart: Emotions May Be More Reliable When Making Choices." ScienceDaily. www.sciencedaily.com/releases/2009/02/090223221450.htm (accessed July 30, 2014).

Share This




More Mind & Brain News

Wednesday, July 30, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

It's Not Just Facebook: OKCupid Experiments With Users Too

It's Not Just Facebook: OKCupid Experiments With Users Too

Newsy (July 29, 2014) If you've been looking for love online, there's a chance somebody has been looking at how you're looking. Video provided by Newsy
Powered by NewsLook.com
How Your Face Can Leave A Good Or Bad First Impression

How Your Face Can Leave A Good Or Bad First Impression

Newsy (July 29, 2014) Researchers have found certain facial features can make us seem more attractive or trustworthy. Video provided by Newsy
Powered by NewsLook.com
Losing Sleep Leaves You Vulnerable To 'False Memories'

Losing Sleep Leaves You Vulnerable To 'False Memories'

Newsy (July 27, 2014) A new study shows sleep deprivation can make it harder for people to remember specific details of an event. Video provided by Newsy
Powered by NewsLook.com
University Quiz Implies Atheists Are Smarter Than Christians

University Quiz Implies Atheists Are Smarter Than Christians

Newsy (July 25, 2014) An online quiz from a required course at Ohio State is making waves for suggesting atheists are inherently smarter than Christians. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins