| Abstract: | Emotion is usually not discussed as a relevant variable in rational models of decision making—but may be one. The present electroencephalographic study demonstrates the influence of emotional primes (angry, happy faces) on purchase decisions. In a within-subject design, pictures of an apartment were shown to participants who then had to make Go/NoGo decisions on whether to rent it. Their decision should be based either on its price or on its brightness. In two thirds of the trials, emotional prime pictures of happy versus unhappy faces preceded the purchase target (apartment); in one third of the trials no prime was given. Response certainty was evaluated by means of reaction times (RT) and peak amplitude of the event-related potential N200. Facial primes accelerated decisions (RT) irrespective of affective expression. Positive face primes elicited larger N200 amplitudes during purchase decision compared to negative ones. Price-based decisions were made faster and elicited larger N200 than brightness-based decisions. These results support the cognitive-tuning model of decision making and validate the N200 as sensitive measure for the interplay of cognitive and affective aspects in decision making. (PsycINFO Database Record (c) 2010 APA, all rights reserved) |
