Emotion

Question 1

Dual process models?

Answer 1

- The strength of cool
 Cognitive
 Conscious, deliberate
- The power of hot
 Affective
 Fast, instinctive

Question 2

Example of the dual process model:

Self control and delay of gratification

Answer 2

Metcalfe & Mischel’s (1999) “hot-cool model”

Hot “Go”

• Reflexive
• Heuristic
• Impulsive

Cool “Know”

• Reflective
• Deliberate
• Strategic

Question 3

Neuroeconomics

Answer 3

combines neuroscience, economics, and
psychology to study how people
make decisions. It looks at the
role of the brain when we
evaluate decisions, categorize
risks and rewards, and interact
with each other.

Question 4

Definition of emotion:

Answer 4

: A pattern of chemical and neural responses that are engaged
automatically in sub-cortical brain structures; the cognitive interpretations of emotions
are often referred to as feelings.

Question 5

Characteristics of emotions?

Answer 5

• Fast (long evolutionary history)
• Triggered automatically by
  environment
• Moderated by cognitive
  processing
• Transitory
  Emotional Evanescence
  Durability bias

Question 6

Durability Bias/Impact Bias?

Answer 6

People commonly over-predict the duration of
emotional responses
- How long would you feel sad after a break-up?
- How long would you feel happy after winning the lottery?

How much energy should I expend to get…

Question 7

Many sources of durability bias?

Answer 7

• Immune neglect Gilbert, Pinel, Wilson, Blumberg, & Wheatley (1998)
• Miswanting Gilbert and Wilson (2000)
• Focalism Wilson, Wheatley, Meyers, Gilbert, & Axsom (2000)
• Normative Influence Wood and Bettman (2003)

Question 8

Three types of emotional influence?

Answer 8

1. Sensory/Muscular “schemas”
2. Irrelevant moods/emotions
3. Relevant moods/emotions

Question 9

Sensory/Muscular “schemas”?

Answer 9

Smile
Nod your head
Dance

The headphone study
- Jogging versus biking head
movement
- Music liking
- Agreement with editorial

Question 10

MANAGERIAL TAKE-AWAYs?

Answer 10

• People over-predict impact of good/bad emotions
• People mistakenly expect products/services to create longlasting experience of emotion
• People use emotion to judge products both directly and indirectly (Explicit or implicit use of HDIF)
• People are influenced by physiological reactions to
  arousing stimuli and will attribute it to whatever they are interacting with (unless examined).
• Emotional inputs can be processed quickly