According to Epstein, both systems fulfill different functions. Įpstein's proposal of a "dual-process" in decision making casts some light on that experiential" rational, abstract, and analytical treatment of the available information, and a second one, "experiential" and "emotionally driven". Berridge concluded that a rational decision is a decision that maximizes utility (with all the ambiguity contained in the word utility). Erev and Roth showed that decisions in gambling situations are made at low rationality, the gamblers' aim being to maximize reinforcement. For example, Baron showed convincingly that many decisions appear to be irrational, as if decision-makers were indifferent to the consequences of their decisions. These results support that decisions are made predominantly in the hedonic dimension of consciousness.įor several decades, research in judgment and decision making has examined behavioral violations of rational choice theory. All groups maximized pleasure equally in their decisions. Participants maximized the pleasure of their decisions, but the items selected on Questionnaires 2 were different when presented in different order. In Experiment 3, Questionnaire 2 was presented once with items grouped by theme, and once with items shuffled. The selected behaviors were pleasant but less than spontaneous behaviors. In Experiment 2, participants selected the most rational responses. Both groups selected what they had rated as pleasant, but the 'leisurely' group maximized pleasure less. In Experiment 1, participants answered Questionnaire 2 rapidly or slowly. Questionnaire 2 was multiple-choice, grouping the items from Questionnaire 1. Participants rated their pleasure/displeasure while reading item-sentences describing political and social problems followed by different decisions (Questionnaire 1). Three experiments studied the hedonicity of decision making.
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