stoic and emotional perspectives in decision-making h. richard priesmeyer bill greehey school of...
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Stoic and Emotional Perspectives in Decision-Making
H. Richard PriesmeyerBill Greehey School of Business
St. Mary’s University San Antonio, Texas
Academy of Business Research, November, 2012
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Stoic Emotional
Surprise
Fear
Anger
Reason
Logic
Stoic and Emotional Perspectives in Decision Making
How do Emotions influence decision making?
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Stoic and Emotional Perspectives in Decision Making
The Stoic Perspective
The words of Zeno, Chrysippus, Aristotle, Epictetus and Seneca can be taken as advice- long neglected- as to how emotions should influence decision-making.
According to Russo (2000), “When the ancient Stoa speak of the passions; they:
(1) Connect them with judgment and beliefs, (2) imply that these judgments are, by their very nature, incorrect, (3) are contrary to reason and the cause of faulty judgments, (4) believe that all passions are an impediment to virtue.”
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Stoic and Emotional Perspectives in Decision Making
The Stoic Perspective
What the stoics advocated was a rational-cognitive approach to decision-making.
What we practice in business today is decision-making laden with unacknowledged emotional influences.
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AdvertisingStimulus
PurchaseIntent
ConsumerEmotions
ConsumerCognitions
Stoic and Emotional Perspectives in Decision Making
The Influence of Emotions
Morris, J.D., C. Woo, J.A. Geason & J. Kim (2002). The Power of Affect, Journal of Advertising Research, June, 7-17.
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Stoic and Emotional Perspectives in Decision Making
The Influence of Emotions
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Stoic and Emotional Perspectives in Decision Making
The Influence of Emotions
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AdvertisingStimulus
PurchaseIntent
ConsumerEmotions
ConsumerCognitions
33% Cognitions
66% Emotions
Stoic and Emotional Perspectives in Decision Making
The Influence of Emotions
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Measuring emotions
The experiment
Hypotheses
Results
Discussion
Stoic and Emotional Perspectives in Decision Making
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The literature provides strong support for 11 basic emotions
A major first-contributor to the literature was Charles C. Darwin’s book “The Expression of Emotions in Man and Animals” in 1872.
Measuring emotions
Stoic and Emotional Perspectives in Decision Making
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Measuring emotions
THEORIST YEAR EMOTIONS
Bell 1806 Joy, wonder, astonishment, rage
Darwin 1897 Joy, surprise/astonishment, disgust, contempt, anger
McDougall 1921 Fear, disgust, wonder, anger, subjection, elation, tenderness
Jorgensen 1928 Fear, happiness, sorrow, want, anger, shyness
Cattell 1957 Sex-lust, fear, loneliness, pity, curiosity, pride, sensuous, comfort, despair, sleepiness, anger
Tompkins 1962 Interest, joy, surprise, sadness, anger, disgust, contempt, fear, shyness/shame
Izard 1972 Interest, joy, surprise, sadness, anger, disgust, contempt, fear, shyness, shame
Shalif 1999 Happiness, interest, surprise, disgust, contempt, anger, fear, shame, distress, sadness
Stoic and Emotional Perspectives in Decision Making
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Measuring emotions
THEORIST YEAR EMOTIONS
Bell 1806 Joy, wonder, astonishment, rage
Darwin 1897 Joy, surprise/astonishment, disgust, contempt, anger
McDougall 1921 Fear, disgust, wonder, anger, subjection, elation, tenderness
Jorgensen 1928 Fear, happiness, sorrow, want, anger, shyness
Cattell 1957 Sex-lust, fear, loneliness, pity, curiosity, pride, sensuous, comfort, despair, sleepiness, anger
Tompkins 1962 Interest, joy, surprise, sadness, anger, disgust, contempt, fear, shyness/shame
Izard 1972 Interest, joy, surprise, sadness, anger, disgust, contempt, fear, shyness, shame
Shalif 1999 Happiness, interest, surprise, disgust, contempt, anger, fear, shame, distress, sadness
Stoic and Emotional Perspectives in Decision Making
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Each basic emotion has a unique facial expression
Measuring emotions
Duchenne, 1862
Stoic and Emotional Perspectives in Decision Making
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Each basic emotion has a unique facial expression
Measuring emotions
Happiness
Stoic and Emotional Perspectives in Decision Making
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Each basic emotion has a unique facial expression
Measuring emotions
Surprise
Stoic and Emotional Perspectives in Decision Making
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Each basic emotion has a unique facial expression
Measuring emotions
Anger
Stoic and Emotional Perspectives in Decision Making
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Each basic emotion has a unique facial expression
Measuring emotions
Anger
Stoic and Emotional Perspectives in Decision Making
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Each basic emotion has a unique facial expression
Measuring emotions
Contempt
Stoic and Emotional Perspectives in Decision Making
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Each basic emotion has a unique facial expression
Measuring emotions
Contempt
Stoic and Emotional Perspectives in Decision Making
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Measuring emotions
Subject responds with level of concordanceValidated and used in doctoral dissertations
Stoic and Emotional Perspectives in Decision Making
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How to compute an overall measure of EMOTIONAL QUALITY (EQ)
Measuring emotions
SUM OF:[Happiness, Interest, Surprise]/3
SUM OF:[Fear, anger, contempt, distress,disgust, anxiety, shame, sadness]/8
0
+100
-100
EQ = +35
Stoic and Emotional Perspectives in Decision Making
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Pretest Post-test
Measuring emotions
EQ = +35
EQΔ = -45
EQ = -10
Stoic and Emotional Perspectives in Decision Making
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Overview of the Research Design
The experiments
Analysis of cut, carat, clarity,
and color
Baseline
Baseline Certified
Blood Diamond
Post-Test
Post-Test
Cognitive Assessment
Emotional Assessment
Stoic and Emotional Perspectives in Decision Making
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“Blood Diamond”
The experiments: Treatment A “Blood Diamond”
Diamond is a “Blood Diamond”
Stoic and Emotional Perspectives in Decision Making
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“Blood Diamond”
The experiments: Treatment B “Certified Diamond”
Diamond has a Kimberly Process Certificate
Stoic and Emotional Perspectives in Decision Making
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Hypotheses
Ha1: BLOOD DIAMOND WILL CAUSE DECLINE IN EQThe Emotional Quality (EQ) score for Treatment A will decline from a baseline score. (Ho=0/Ha<0).
Ha2: CERTIFICATE WILL CAUSE INCREASE IN EQ
The Emotional Quality score for Treatment B will increase from a baseline score (Ho=0/Ha>0).
Stoic and Emotional Perspectives in Decision Making
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Hypotheses
Ha3 BLOOD DIAMOND WILL CAUSE GREATER CHANGE THANCERTIFIEDThe Absolute Value Change (AVC) in the Emotional Quality score for Treatment A will be greater than the AVC for Treatment B
(ACEQA>ACEQB). Ha4: SUBJECTS WILL BE DIFFERENT
The influence of emotions on the cognitive assessments will differ by subject for both Treatment A and Treatment B
(EQn<>EQn+1<>EQn+2<>EQ…).
Stoic and Emotional Perspectives in Decision Making
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Results
Stoic and Emotional Perspectives in Decision Making
Ha1: BLOOD DIAMOND WILL CAUSE DECLINE IN EQNOT SIGNIFICANT, p=.17
Ha2: CERTIFICATE WILL CAUSE INCREASE IN EQ
NOT SIGNIFICANT, p=.46 Ha3 BLOOD DIAMOND WILL CAUSE GREATER CHANGE THAN CERTIFIED DIAMOND
SIGNIFICANT, p=.03
Ha4: SUBJECTS WILL BE DIFFERENTSIGNIFICANT, p=.00
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Results/ Emotional Responses to Blood Diamonds
Stoic and Emotional Perspectives in Decision Making
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Results/ Emotional Differences Between Groups
Anger
Distress Sadness
Stoic and Emotional Perspectives in Decision Making
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Matrix
Cognitive components
Emotional responses
Weighted preference
scores
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Results/ Payoff Matrix Results
Stoic and Emotional Perspectives in Decision Making
Emotion Weight= 0
Emotion Weight= 100
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Results/ Preference Curves for “Blood Diamonds”
Stoic and Emotional Perspectives in Decision MakingP
refe
ren
ce
Sc
ore
Increasing Weight of Emotions →
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Results/ Preference Curves for “Certified Diamonds”
Stoic and Emotional Perspectives in Decision MakingP
refe
ren
ce
Sc
ore
Increasing Weight of Emotions →
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Discussion
• Emotional responses provide some type of information, proof of that is provided by the fact that preferences change when one includes emotional influences to greater or lesser degrees.
• One can argue that it is better to include more information rather than less when making a decision;
• Perhaps the question is not whether emotions should play a part in decision-making but rather how the information in emotions should be included.
Stoic and Emotional Perspectives in Decision Making
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Discussion
• The Preference Curves suggest it may be possible to classify individuals into “Emographic” categories based upon their emotional responses.
Stoic and Emotional Perspectives in Decision Making
• There are implications here about team decision-making, negotiation, brand management, other…
• Discussion…