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Romance and Fear Impacts Your Decisions

by Tanya Thomas on  March 25, 2009 at 10:02 AM Research News   - G J E 4
 Romance and Fear Impacts Your Decisions
A new study has claimed that emotions like fear and heightened romance have great impact on the way people make decisions.
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According to Vladas Griskevicius, professor of marketing at the University of Minnesota's Carlson School of Management, everyday people are confronted with innumerable pieces of information and hundreds of decisions.

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Unsurprisingly, people often process each piece of information deeply, instead relying on quick mental shortcuts to guide their behaviors.

In the forthcoming paper "Fear and Loving in Las Vegas: Evolution, Emotion, and Persuasion," the research team found that the emotion people are currently feeling has a strong effect on whether we decide to conform or to go against the grain.

"Being afraid especially leads people to go along with the crowd, activating a 'safety-in-numbers' psychology," said Griskevicius.

"A feeling of lust, however, motivates people to go it alone, activating a desire to be seen as unique. Feeling scared or amorous can greatly change the way people make decisions," the expert added.

To reach the conclusion, researchers had people watch a short clip from a frightening or a romantic film. Afterward, people viewed ads for Las Vegas that contained commonly used persuasive appeals either rooted in conformity ("over a million sold") or rooted in uniqueness ("stand out from the crowd").

After watching a scary film, people were especially persuaded by conformity-based appeals that presented the trip as a popular option. In contrast, after people watched a romantic film clip, they were not only less persuaded by the same conformity-based appeal, but such appeals were counter-persuasive.

The romantically minded individuals especially did not want to visit Las Vegas if they knew that many others are already going.

Instead, people in a romantic state were much more persuaded by appeals that presented the trip as a unique, unusual, or exotic choice that others might not make.

Source: ANI
TAN/L
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