How Emotions Affect Decision-Making

By Mike Sullivan

Brain researchers do not believe most people make decisions through logical analysis using the so-called left side of the brain. They believe decisions are made through our emotions -- not emotionally, but rather using emotions to determine whether or not something is personally advantageous.

According to neurologist Antonio Damasio of the University of Iowa, different brain sites and different mental processes are involved with different kinds of decision-making. We use one set of mental tools when considering hypothetical, abstract matters and another set when we make personal decisions. Reason is qualitatively value free, according to Damasio. It does not operate to make decisions, but to analyze alternatives, assist in perceiving reality, and construct possibilities.

For example, reason may help an older person understand the differences between equity and fixed-income investments, but it takes emotions to understand the personal benefits of one over the other. Damasio studies patients with brain lesions that make them similar to Star Trek’s Mr. Spock; they have no secondary emotions, which are critical to socially adaptable behavior.

No Emotions, No Capability To Decide
Instead of being able to make cool, unemotional, choices and, therefore, “better” decisions, as one might expect, in fact they have a very difficult time making personal decisions at all. No emotions, no ability to know whether something is personally advantageous and, therefore, no capability to decide.

Because we use emotions to make decisions that are best for us, we are often able to bypass reason, logic, and careful analysis. We react and make decisions using what brain scientists call somatic markers. These are the equivalent of computer macros that combine a large set of instructions into just one or two. They are pre-recorded behavior guides that can be instantly accessed and played back to assist in making new decisions. They are based on heredity and life experience.

For example, think of your immediate reactions in the face of a potentially dangerous situation when you are driving an automobile; you react instantaneously on the basis of somatic markers that were laid down by years of driving experience.

Matures Have Less Need For Reason, Logic And Careful Analysis
Mature adults have more life experience than younger customers. They have developed more somatic markers. Therefore, they have less need for reason, logic, and careful analysis. They are more likely to intuitively know whether something is in their interest. Consequently, they are less likely to pay close attention to a logical type of argument. They are more likely to use impressions to make decisions.

While it might appear that this kind of impressionistic thinking would operate at cross-purposes with logical sales presentations, that is not necessarily the case. Somatic markers are the biological equivalent of “hot buttons.” If the logical sales presentation does not touch the right emotions, the hot buttons are in the Off position. They do not come into play and the older customer is forced to analyze the recommendation logically and somehow determine whether it is in his interests. Because logic has declined, that analysis is prone to error.

On the other hand, if the logical sales presentation touches the right emotions, the hot buttons are in the On position. They do come into play and the older customer can immediately see that the recommendation is to his personal benefit. He does not need to track the presentation accurately or completely, which because of declining use of logic he will have a difficult time doing.

FIND OUT MORE ABOUT THE USE OF EMOTIONS IN SELLING AND MARKETING

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