Category: Human Emotion & Motivation
Blog posts on human emotion & motivation by Sentient Decision Science, a global leader in implicit research.
Anchoring & Adjustment on "Hell's Kitchen"
One of the Sentient Applied Choice Architecture principles is anchoring and adjustment –defined as the influence of an arbitrary number on subsequent judgments of quantity or value (Chapman & Johnson, 2002). In this principle, the value (or “anchor”) serves as a reference point for consumers, and they form their subsequent judgments on value based on […]
Emotion and Reasoning: Competing Forces in Moral Judgment
Philosophers have long been interested in how and why people make judgments in moral dilemmas. Imagine the following scenario (let’s call it the “switch scenario”): a trolley is heading down the tracks toward five people. The only way to save those five lives is to hit a switch that diverts the track down a different […]
Strategic Anthropomorphizing Can Be An Excellent Way To Increase Emotional Buying
Take a look at this image. What do you see? You might be saying: “This is a smiling car.” Is this car really smiling? I don’t think so. People smile, and maybe animals, but not cars. But if you see a smiling car, you’re not crazy. You’ve just “anthropomorphized” it. This means that you’ve imagined […]