Self-Motivation
David Goggins
Former Navy Seal
Career Development
Bryan Cranston
Actor
Critical Thinking
Liv Boeree
International Poker Champion
Emotional Intelligence
Amaryllis Fox
Former CIA Clandestine Operative
Management
Chris Hadfield
Retired Canadian Astronaut & Author
Learn
from the world's big
thinkers
Start Learning

Decisions are largely emotional, not logical

The neuroscience behind decision-making.

Decisions are largely emotional, not logical
  • Even with what we believe are logical decisions, the very point of choice is arguably always based on emotion.
  • This finding has enormous implications for negotiation professionals. People who believe they can build a case for their side using logic alone are doomed to be poor negotiators — they need to articulate the underlying factors that are driving the other party to come to a decision.
  • People who have been injured in an area of the brain that emotions are generated often have difficulty making decisions.


Think of a situation where you had bulletproof facts, reason, and logic on your side, and believed there was absolutely no way the other person could say no to your perfectly constructed argument and proposal. To do so would be impossible, you figured, because there was no other logical solution or answer.

And then the other person dug in his heels and refused to budge. He wasn't swayed by your logic. Were you flabbergasted?

This is similar to what many negotiators do when they sit down at the table to hammer out a deal. They come armed with facts, and they attempt to use logic to sway the other party. They figure that by piling on the data and using reason to explain their side of the situation, they can construct a solution that is simply irrefutable — and get the other party to say yes.

They're doomed to fail, however, because decision-making isn't logical, it's emotional, according to the latest findings in neuroscience.

A few years ago, neuroscientist Antonio Damasio made a groundbreaking discovery. He studied people with damage in the part of the brain where emotions are generated. He found that they seemed normal, except that they were not able to feel emotions. But they all had something peculiar in common: they couldn't make decisions. They could describe what they should be doing in logical terms, yet they found it very difficult to make even simple decisions, such as what to eat. Many decisions have pros and cons on both sides — shall I have the chicken or the turkey? With no rational way to decide, these test subjects were unable to arrive at a decision.

So at the point of decision, emotions are very important for choosing. In fact even with what we believe are logical decisions, the very point of choice is arguably always based on emotion.

This finding has enormous implications for negotiation professionals. People who believe they can build a case for their side using reason are doomed to be poor negotiators, because they don't understand the real factors that are driving the other party to come to a decision. Those who base their negotiation strategy on logic end up relying on assumptions, guesses, and opinions. If my side of the argument is logical, they figure, then the other side can't argue with it and is bound to come around to my way of thinking. The problem is, you can't assume that the other party will see things your way.

What the negotiator can and must do, however, is create a vision for the other side to bring about discovery and decision on their part. In the end, your opponent will make the decision because he wants to. Getting him to want to, using the step-by-step methodology that is part of the Camp System, is the job of the negotiator — not trying to convince him with reason.

You don't tell your opponent what to think or what's best. You help them discover for themselves what feels right and best and most advantageous to them. Their ultimate decision is based on self-interest. That's emotional. I want this. This is good for me and my side.

There's a detailed and systematic way to go about building vision the right way. But in general, if you can get the other party to reveal their problems, pain, and unmet objectives, then you can build a vision for them of their problem, with you and your proposal as the solution. They won't make their decision because it is logical. They'll make their decision because you have helped them feel that it's to their advantage to do so.


* * * * *
Jim Camp is founder and CEO of The Camp Negotiation Institute, with more than 400 students from 24 countries enrolled in its Team Member courses. He is author of two bestselling books published by Crown, Start with No and NO: The Only System of Negotiation You Need for Work or Home, which have been translated into 12 languages, and a new 6-CD audio program "The Power of No," produced by Nightingale-Conant. He was recently a featured panelist at Harvard's 2012 Negotiation & Leadership Conference.

Radical innovation: Unlocking the future of human invention

Ready to see the future? Nanotronics CEO Matthew Putman talks innovation and the solutions that are right under our noses.

Big Think LIVE

Innovation in manufacturing has crawled since the 1950s. That's about to speed up.

Keep reading Show less

Your body’s full of stuff you no longer need. Here's a list.

Evolution doesn't clean up after itself very well.

Image source: Ernst Haeckel
Surprising Science
  • An evolutionary biologist got people swapping ideas about our lingering vestigia.
  • Basically, this is the stuff that served some evolutionary purpose at some point, but now is kind of, well, extra.
  • Here are the six traits that inaugurated the fun.
Keep reading Show less

Quantum particles timed as they tunnel through a solid

A clever new study definitively measures how long it takes for quantum particles to pass through a barrier.

Image source: carlos castilla/Shutterstock
  • Quantum particles can tunnel through seemingly impassable barriers, popping up on the other side.
  • Quantum tunneling is not a new discovery, but there's a lot that's unknown about it.
  • By super-cooling rubidium particles, researchers use their spinning as a magnetic timer.

When it comes to weird behavior, there's nothing quite like the quantum world. On top of that world-class head scratcher entanglement, there's also quantum tunneling — the mysterious process in which particles somehow find their way through what should be impenetrable barriers.

Exactly why or even how quantum tunneling happens is unknown: Do particles just pop over to the other side instantaneously in the same way entangled particles interact? Or do they progressively tunnel through? Previous research has been conflicting.

That quantum tunneling occurs has not been a matter of debate since it was discovered in the 1920s. When IBM famously wrote their name on a nickel substrate using 35 xenon atoms, they used a scanning tunneling microscope to see what they were doing. And tunnel diodes are fast-switching semiconductors that derive their negative resistance from quantum tunneling.

Nonetheless, "Quantum tunneling is one of the most puzzling of quantum phenomena," says Aephraim Steinberg of the Quantum Information Science Program at Canadian Institute for Advanced Research in Toronto to Live Science. Speaking with Scientific American he explains, "It's as though the particle dug a tunnel under the hill and appeared on the other."

Steinberg is a co-author of a study just published in the journal Nature that presents a series of clever experiments that allowed researchers to measure the amount of time it takes tunneling particles to find their way through a barrier. "And it is fantastic that we're now able to actually study it in this way."

Frozen rubidium atoms

Image source: Viktoriia Debopre/Shutterstock/Big Think

One of the difficulties in ascertaining the time it takes for tunneling to occur is knowing precisely when it's begun and when it's finished. The authors of the new study solved this by devising a system based on particles' precession.

Subatomic particles all have magnetic qualities, and they spin, or "precess," like a top when they encounter an external magnetic field. With this in mind, the authors of the study decided to construct a barrier with a magnetic field, causing any particles passing through it to precess as they did so. They wouldn't precess before entering the field or after, so by observing and timing the duration of the particles' precession, the researchers could definitively identify the length of time it took them to tunnel through the barrier.

To construct their barrier, the scientists cooled about 8,000 rubidium atoms to a billionth of a degree above absolute zero. In this state, they form a Bose-Einstein condensate, AKA the fifth-known form of matter. When in this state, atoms slow down and can be clumped together rather than flying around independently at high speeds. (We've written before about a Bose-Einstein experiment in space.)

Using a laser, the researchers pusehd about 2,000 rubidium atoms together in a barrier about 1.3 micrometers thick, endowing it with a pseudo-magnetic field. Compared to a single rubidium atom, this is a very thick wall, comparable to a half a mile deep if you yourself were a foot thick.

With the wall prepared, a second laser nudged individual rubidium atoms toward it. Most of the atoms simply bounced off the barrier, but about 3% of them went right through as hoped. Precise measurement of their precession produced the result: It took them 0.61 milliseconds to get through.

Reactions to the study

Scientists not involved in the research find its results compelling.

"This is a beautiful experiment," according to Igor Litvinyuk of Griffith University in Australia. "Just to do it is a heroic effort." Drew Alton of Augustana University, in South Dakota tells Live Science, "The experiment is a breathtaking technical achievement."

What makes the researchers' results so exceptional is their unambiguity. Says Chad Orzel at Union College in New York, "Their experiment is ingeniously constructed to make it difficult to interpret as anything other than what they say." He calls the research, "one of the best examples you'll see of a thought experiment made real." Litvinyuk agrees: "I see no holes in this."

As for the researchers themselves, enhancements to their experimental apparatus are underway to help them learn more. "We're working on a new measurement where we make the barrier thicker," Steinberg said. In addition, there's also the interesting question of whether or not that 0.61-millisecond trip occurs at a steady rate: "It will be very interesting to see if the atoms' speed is constant or not."

Self-driving cars to race for $1.5 million at Indianapolis Motor Speedway ​

So far, 30 student teams have entered the Indy Autonomous Challenge, scheduled for October 2021.

Illustration of cockpit of a self-driving car

Indy Autonomous Challenge
Technology & Innovation
  • The Indy Autonomous Challenge will task student teams with developing self-driving software for race cars.
  • The competition requires cars to complete 20 laps within 25 minutes, meaning cars would need to average about 110 mph.
  • The organizers say they hope to advance the field of driverless cars and "inspire the next generation of STEM talent."
Keep reading Show less
Mind & Brain

The dangers of the chemical imbalance theory of depression

A new Harvard study finds that the language you use affects patient outcome.

Scroll down to load more…
Quantcast