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Catalyzing decisions: How a coin flip strengthens affective reactions

Author

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  • Mariela E Jaffé
  • Leonie Reutner
  • Rainer Greifeneder

Abstract

When individuals are undecided between options, they may flip a coin or use other aids that produce random outcomes to support decision-making. Such aids lead to clear suggestions, which, interestingly, individuals do not necessarily follow. Instead when looking at the outcome, individuals sometimes appear to like or dislike the suggestion, and then decide according to this feeling. In this manuscript we argue that such a decision aid can function as a catalyst. As it points to one option over the other, individuals focus on obtaining this option and engage in a more vivid representation of the same. By imagining obtaining the option, feelings related to the option become stronger, which then drive feelings of satisfaction or dissatisfaction with the outcome of the decision aid. We provide support for this phenomenon throughout two studies. Study 1 indicates that using a catalyst leads to stronger feelings. Study 2 replicates this finding using a different catalyst, and rules out alternative explanations. Here, participants report that after having used a catalyst, they experienced a stronger feeling of suddenly knowing what they want compared to the control group that did not use a catalyst. Implications of these results for research and practice are discussed.

Suggested Citation

  • Mariela E Jaffé & Leonie Reutner & Rainer Greifeneder, 2019. "Catalyzing decisions: How a coin flip strengthens affective reactions," PLOS ONE, Public Library of Science, vol. 14(8), pages 1-14, August.
    • Handle: RePEc:plo:pone00:0220736
    DOI: 10.1371/journal.pone.0220736
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    References listed on IDEAS

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    1. Ali Faraji-Rad & Michel Tuan Pham, 2017. "Uncertainty Increases the Reliance on Affect in Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(1), pages 1-21.
    2. Frank May, 2017. "The Effect of Future Event Markers on Intertemporal Choice Is Moderated by the Reliance on Emotions versus Reason to Make Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(2), pages 313-331.
    3. Michel Tuan Pham & Leonard Lee & Andrew T. Stephen, 2012. "Feeling the Future: The Emotional Oracle Effect," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(3), pages 461-477.
    4. Steven D Levitt, 2021. "Heads or Tails: The Impact of a Coin Toss on Major Life Decisions and Subsequent Happiness," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 88(1), pages 378-405.
    5. repec:cup:judgdm:v:5:y:2010:i:2:p:83-101 is not listed on IDEAS
    6. Pham, Michel Tuan, 1998. "Representativeness, Relevance, and the Use of Feelings in Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(2), pages 144-159, September.
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    1. repec:cup:judgdm:v:15:y:2020:i:4:p:561-571 is not listed on IDEAS
    2. Mariela E. Jaffé & Maria Douneva & Rainer Greifeneder, 2020. "Solve the dilemma by spinning a penny? On using random decision-making aids," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 15(4), pages 561-571, July.

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