EMOTIONS AND INTUITION IN DECISION-MAKING 1
Emotionsand Intuition in Decision-making
Decision-makingelicits fundamental question, which drives curiosity has to whypeople who are offered the same options opt for different choices?Experts have found numerous evidences that individuals do notevaluate their alternatives as it is assumed by the rational choiceparadigm. However, these experts have failed to mention another majorweakness of rational choice effect of emotions and intuition in thiscase. The paper therefore, will examine the role of emotions andintuition during decision making.
To begin withemotions, first, it forms early preferences. The brain of a humanbeing is able to attach specific emotions quickly to the informationabout every alternative. The preferred alternative will therefore beinfluenced by initial emotional markers (McShane & Von, 2013).Secondly, emotions change our decision evaluation process. Our moodsand certain emotions are responsible during evaluation ofalternatives. When one is in a positive mood, he or she tends to payminimal attention to details, and thus rely on already programmeddecision making (McShane & Von, 2013). Thirdly, emotions offerinformation during evaluation of alternatives. Here, we tend tolisten keenly on our emotions to gain the courage and guidance tomake a decision.
Intuition on theother hand, describes something which is familiar, understood,perceived, or believed through instincts, nature, or feelings, butwithout evidence. First, intuition plays a role during making lowvalue or trivial decisions. This way, the failure of the decisionwill have little impact, and again, intuition will provide quickselection. Secondly, intuition plays a role when the speed to makinga decision is at its critical point (McShane & Von, 2013). Thisway, whatever is expected will heavily rely on the success of theoutcome.
Based on theseroles, some of them have played a part in my personal life. Forinstance, when I was buying my favorite hoodie, I was swayed by myemotions rather than the facts displayed. Considering it was winterand I was to buy a heavy one to keep warm, I instead was swayedthrough visualizing each one of them displayed at the store. Throughmy emotions, I ended up by a not-so-warm hoodie instead.
McShane, S. L., & Von, G. M. A. Y. (2013). Organizationalbehavior: Emerging knowledge, global reality. New York:McGraw-Hill Irwin.