He began to obsess over trivial decisions like Christmas Island Email List whether to use a blue or black pen, and his performance at work deteriorated so dramatically that he lost his job. Soon he became involved in a shady investment scheme that landed him in Christmas Island Email List bankruptcy. He got divorced, then remarried and divorced again. Eventually, he had to move back in with his parents.[*] Decision-makers normally rely on emotional and bodily signals to help Christmas Island Email List guide us, such as helping us sense potentially negative outcomes in high-risk situations. Without those signals, Elliot was lost. His case shows us that emotion plays a critical role in helping us make rational

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decisions. Now that we know emotions can powerfully Christmas Island Email List influence our decisions, let’s take a closer look at how. HOW EMOTIONAL PERSUASION WORKS When marketers talk about emotion, they often use a valence-based approach. This Christmas Island Email List approach looks at emotion from two distinct angles: Is the emotion positive or negative? High-valence emotions like pride or happiness are positive, while low-valence emotions Christmas Island Email List like anger or fear are negative. Is the emotion intense or mild? Anger and excitement are high-arousal emotions, while sadness and amusement are low-arousal emotions. Valence-based approaches offer a helpful way of

Christmas Island Email List
Christmas Island Email List

categorizing emotions by breaking them down into Christmas Island Email List four big buckets.[*] Valence-based theories – breaking down into four big buckets. Source Valence-based theories organize emotions into a nice, neat theoretical framework. They predict that Christmas Island Email List emotions with the same valence will drive decisions in similar ways. There’s just one small problem. Our emotions simply aren’t nice and neat. Think about anxiety and anger. Both are Christmas Island Email List low-valence, high-arousal emotions (in other words, they’re both negative emotions that stir up intense feelings). But they impact action in very different ways. Feeling anxiety makes you hesitant to act.

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