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Choice processing in emotionally difficult decisions

M F Luce1, J R Bettman, J W Payne

  • 1Marketing Department, Wharton School, University of Pennsylvania, Philadelphia 19104-6371, USA. maryfran@marketing.wharton.upenn.edu

Journal of Experimental Psychology. Learning, Memory, and Cognition
|March 1, 1997
PubMed
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Negative emotion, often arising from value conflicts, intensifies decision-making processes. Increased negative emotion leads to more thorough, attribute-by-attribute processing, particularly early in the decision phase.

Area of Science:

  • Decision Science
  • Cognitive Psychology
  • Social Psychology

Background:

  • Value conflicts can induce negative emotions, impacting decision-making.
  • Existing models focus on effort-accuracy trade-offs in decision tasks.
  • The role of coping goals in emotionally charged decisions requires further exploration.

Purpose of the Study:

  • To extend the effort-accuracy framework by incorporating coping goals.
  • To investigate how negative emotion influences decision processing strategies.
  • To test the hypothesis that increased negative emotion enhances processing thoroughness and attribute-focused strategies.

Main Methods:

  • Three experiments were conducted to examine decision processing under varying levels of negative emotion.
  • Participants' decision-making strategies were analyzed in response to emotionally laden choices.

Related Experiment Videos

  • The study measured the extent and nature of information processing.

    • Main Results:

    • Decision processing became more extensive as negative emotion increased.
    • Processing shifted towards an attribute-by-attribute approach, especially at the outset of decisions.
    • These findings challenge theories viewing negative emotion solely as an incentive or complexity source.

    Conclusions:

    • Negative emotion influences decision processing by activating specific coping goals.
    • The findings support an extended effort-accuracy model that includes emotional coping mechanisms.
    • Decision-making under negative emotion is characterized by both increased effort and a shift towards attribute-based processing.