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Feeling certain: Gut choice, the true self, and attitude certainty.
1Department of Management, University of Toronto Scarborough.
Emotion (Washington, D.C.)
|September 11, 2018
Summary
Relying on gut feelings in decision-making, rather than deliberation, can enhance attitude certainty. This feeling-focused approach leads individuals to perceive their choices as more aligned with their true selves.
Area of Science:
- Psychology
- Social Psychology
- Decision Science
Background:
- Decisions can be made through deliberation or by relying on gut feelings.
- The impact of feeling-focused decision-making on post-choice evaluations is underexplored.
Purpose of the Study:
- To investigate whether focusing on feelings during choice influences attitude certainty and advocacy.
- To integrate the literature on the true self with decision-making and attitude research.
Main Methods:
- Four studies were conducted, comparing feeling-focused decision-making with deliberation.
- Methodologies included assessing perceived alignment with the true self and attitude certainty.
Main Results:
- Focusing on feelings in choice led individuals to see their true selves reflected in their decisions.
- This process resulted in enhanced attitude certainty and increased advocacy for the chosen attitude.
- Results were robust and accounted for alternative explanations.
Conclusions:
- Feeling-focused decision-making enhances attitude certainty by connecting choices to the individual's true self.
- This decision strategy has implications for understanding attitude formation, certainty, and behavioral advocacy.
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