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Just do it! Guilt as a moral intuition to cooperate - A parallel constraint satisfaction approach
(2011)
After a long dominance of rational models of judgment and decision-making in moral psychology (e.g. Kohlberg, 1969) there is now a strong interest in how intuitions and emotions influence moral judgments and decisions (e.g. Greene, 2007; Haidt, 2001; Monin, Pizarro, & Beer, 2007). In the literature, the influence of emotions on moral decisions is explained by heuristic or non-compensatory information processing (e.g. Sinnott-Armstrong, Young, & Cushman, 2010; Sunstein, 2005; Tobler, Kalis, & Kalenscher, 2008). However, the process of emotion elicitation is ignored. Appraisal theories postulate that emotion elicitation is due to the incoherence (or discrepancy) of behavioral representations like goals and actions (Moors, 2009). Emotion elicitation and intuitive decision-making can be combined if both processes apply a connectionist information processing structure (e.g. Barnes & Thagard, 1996). The current work contrasts both perspectives of intuitive-emotional decision-making with respect to guilt and cooperation.
The emotion of surprise entails a complex of immediate responses, such as cognitive interruption, attention allocation to, and more systematic processing of the surprising stimulus. All these processes serve the ultimate function to increase processing depth and thus cognitively master the surprising stimulus. The present account introduces phasic negative affect as the underlying mechanism responsible for this switch in operating mode. Surprising stimuli are schema discrepant and thus entail cognitive disfluency, which elicits immediate negative affect. This affect in turn works like a phasic cognitive tuning switching the current processing mode from more automatic and heuristic to more systematic and reflective processing. Directly testing the initial elicitation of negative affect by surprising events, the present experiment presented high and low surprising neutral trivia statements to N = 28 participants while assessing their spontaneous facial expressions via facial electromyography. High compared to low surprising trivia elicited higher corrugator activity, indicative of negative affect and mental effort, while leaving zygomaticus (positive affect) and frontalis (cultural surprise expression) activity unaffected. Future research shall investigate the mediating role of negative affect in eliciting surprise-related outcomes.
The present approach exploits the biomechanical connection between articulation and ingestion-related mouth movements to introduce a novel psychological principle of brand name design. We constructed brand names for diverse products with consonantal stricture spots either from the front to the rear of the mouth, thus inwards (e.g., BODIKA), or from the rear to the front, thus outwards (e.g., KODIBA). These muscle dynamics resemble the oral kinematics during either ingestion (inwards), which feels positive, or expectoration (outwards), which feels negative. In 7 experiments (total N = 1261), participants liked products with inward names more than products with outward names (Experiment 1), reported higher purchase intentions (Experiment 2), and higher willingness-to-pay (Experiments 3a-3c, 4, 5), with the price gain amounting to 4-13% of the average estimated product value. These effects occurred across English and German language, under silent reading, for both edible and non-edible products, and even in the presence of a much stronger price determinant, namely fair-trade production (Experiment 5).