Catalyzing decisions: How a coin flip strengthens affective reactions.

ABSTRACT: When individuals are undecided between options, they may flip a coin or use other aids that produce random outcomes to support decision-making. Such aids lead to clear suggestions, which, interestingly, individuals do not necessarily follow. Instead when looking at the outcome, individuals sometimes appear to like or dislike the suggestion, and then decide according to this feeling. In this manuscript we argue that such a decision aid can function as a catalyst. As it points to one option over the other, individuals focus on obtaining this option and engage in a more vivid representation of the same. By imagining obtaining the option, feelings related to the option become stronger, which then drive feelings of satisfaction or dissatisfaction with the outcome of the decision aid. We provide

SUBMITTER: Jaffe ME 

PROVIDER: S-EPMC6693849 | biostudies-literature | 2019

REPOSITORIES: biostudies-literature