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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.