Dennis Küster

Dennis KüsterDennis Küster

Physical exercise and a risky choice: Can wePhysical exercise and a risky choice: Can wedissociate the emotional state from the nature dissociate the emotional state from the nature

of the prize?of the prize?

What would you prefer ?What would you prefer ?

One million Euro for

sure?or

A 90% chance to win 2 million

Euro?

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.5

.5

1.0

1.00

weight

probability

We (rarely) calculate expectancy valuesWe (rarely) calculate expectancy values

Rottenstreich and Hsee (2001)

„Rational choice“: E.g., .99 probability for €100 should be worth €99.

„Affect-Rich“

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Stronger effects for “affect rich” materialsStronger effects for “affect rich” materials


Rottenstreich and Hsee (2001)Rottenstreich and Hsee (2001)

Experiment 1: Kissing a celebrety vs. moneyExperiment 1: Kissing a celebrety vs. money Experiment 2: Vacation coupons vs. tuition couponsExperiment 2: Vacation coupons vs. tuition coupons Experiment 3: (imagined) electric shock vs. Experiment 3: (imagined) electric shock vs.

(imagined) $20 penalty (imagined) $20 penalty

Constant monetary value and “affect rich” vs. “affect Constant monetary value and “affect rich” vs. “affect poor” decisionspoor” decisions

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Kisses, cash, and couponsKisses, cash, and coupons


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What could be the underlying process ?What could be the underlying process ?


Mental Imagery

Emotion Weighting function

Stimulus Material

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Hsee and Rottenstreich (2004)Hsee and Rottenstreich (2004)


Constant stimulus material

Weighting function

Calculation priming

Feeling priming

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Valuation by calculation vs. feelingValuation by calculation vs. feeling

Hsee and Rottenstreich, 2004

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Valuation by calculation vs. feelingValuation by calculation vs. feeling


If an object travels at five feet per minute, then by your If an object travels at five feet per minute, then by your calculations how many feet will it travel in 360 calculations how many feet will it travel in 360 seconds?seconds?

If a consumer bought 30 books for $540, then, by your If a consumer bought 30 books for $540, then, by your calculations, on average, how much did the consumer calculations, on average, how much did the consumer pay for each book?pay for each book?

When you hear the name “George W. Bush,” what do When you hear the name “George W. Bush,” what do you feel? Please use one word to describe your you feel? Please use one word to describe your predominant feeling.predominant feeling.

When you hear the word „baby,“ what do you feel? When you hear the word „baby,“ what do you feel? Please use one word to describe your predominant Please use one word to describe your predominant feeling.feeling.

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Dissociating emotional state and decisionDissociating emotional state and decision

Participants can be biased toward calculation.Participants can be biased toward calculation.

But how is But how is emotional stateemotional state related to decision related to decision making? making?

Can we further dissociate the emotional state Can we further dissociate the emotional state from the nature of the prize?from the nature of the prize?

One factor modulating the relationship One factor modulating the relationship between emotional content and the weighting between emotional content and the weighting function may be the degree of attention given function may be the degree of attention given to the emotional content.to the emotional content.

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Proposed study designProposed study design

Excitation transfer

Decision about

constant & relatively

„affect poor“ material

High arousal

Low arousalExcitation transfer

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EM1

Decision about prize

Instructions

Filler task

EM2

EM1


Instructions

Filler task

EM2

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The filler taskThe filler task

Which brand would you prefer?Which brand do you think is more expensive?

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Decision about the prizeDecision about the prize

““Imagine you now had a 1% chance to win 500 € in a Imagine you now had a 1% chance to win 500 € in a lottery. How much would you be willing to pay for a lottery. How much would you be willing to pay for a

ticket in the lottery?” ticket in the lottery?”

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Aims and improvementsAims and improvements


Physiological measurement of arousal: EDA, HRPhysiological measurement of arousal: EDA, HR

Dissociation of affective properties of the Dissociation of affective properties of the decision (or previous decisions) and emotional decision (or previous decisions) and emotional state state

Are previously documented effects indeed “affective”?Are previously documented effects indeed “affective”? Can we go beyond priming “valuation by calculation”?Can we go beyond priming “valuation by calculation”? Is the magnitude of effects related to physiological Is the magnitude of effects related to physiological

activation?activation?

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Questions / DiscussionQuestions / Discussion

? Would there be a better Would there be a better

decision/prize?decision/prize? Might the filler task be priming a Might the filler task be priming a

bias to one kind of “valuation”?bias to one kind of “valuation”? Could the placement and kind of Could the placement and kind of

emotion measure be improved?emotion measure be improved?

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EM1


Instructions

Filler task

EM2

„How do you feel right now?“ (1=„very bad“; 9= „very good“)

?

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Questions / DiscussionQuestions / Discussion

? Would there be a better Would there be a better

decision/prize?decision/prize? Might the filler task be priming a Might the filler task be priming a

bias to one kind of “valuation”?bias to one kind of “valuation”? Could the placement and kind of Could the placement and kind of

emotion measure be improved?emotion measure be improved?

Dennis Küster

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