Related Experiment Video
Updated: May 18, 2026

The Adventures of Fundi Intervention Based on the Cognitive and Emotional Processing in Attention Deficit Hyperactive Disorder Patients
Published on: June 12, 2020
The gut chooses faster than the mind: a latency advantage of affective over cognitive decisions
Tom S Saunders1, Marc J Buehner
1School of Psychology, Cardiff University, Cardiff, UK.
Abstract:
Dual-process theories often cite that affective processing occurs more rapidly than cognitive processing. A wide range of evidence seems to support this notion; however, little research exists in the context of decision making. We tested the hypothesis that affective decisions would be performed faster than cognitive decisions. Forty-nine students completed a series of forced-choice tasks involving well-known consumer brands, focusing on either emotionally or cognitively relevant aspects of the products. The results revealed a significant latency advantage for affective processing compared to cognitive processing.
More Related Videos
08:24The Joint Effect of Social Comparison and Social Distance on Evaluation of Intertemporal Choice Outcomes in Event-related Potential Studies
Published on: August 25, 2023
07:29Real-time Analysis of Gut-brain Neural Communication: Cortex wide Calcium Dynamics in Response to Intestinal Glucose Stimulation
Published on: December 29, 2023
Related Concept Videos
Reason and Intuition
Decision Making
Automatic decision-making is fast, intuitive, and relies on gut feelings...
The Influence of Cognition on Affect
The Influence of Affect on Cognition
First Impression
Gut-Brain Axis