Emotions and Decision Making

1. Emotions and Decision Making 27.1.2014

2. The Power of Emotions SPIEGEL Interview with DaimlerChrysler CEO Dieter Zetsche (2007) • Zetsche: … The success of companies like ours is not based primarily and solely on the rationality of our customers. Emotions and enthusiasm are at least equally important. • SPIEGEL: It sounds as if you also benefit from the stupidity of customers? • Zetsche: It has nothing to do with stupidity. What it boils down to is that we also sell emotions, dreams and desires.

3. Emotion Etymology: The English word 'emotion' is derived from the French émotion and émouvoir. This is based on the Latin emovere, where e- (variant of ex-) means 'out' and movere means 'move'.

4. Emotions (I) • Emotionsplay an important role in: • decision making • social relationships • attention attraction • memory • entertainment experiences • persuasion • A paradox: people may also like situations eliciting negative emotional responses (e.g., when playing digital games)

5. Emotions • Emotions are biologically based action dispositions that have an important role in the determination of behavior(e.g., when interacting using ICT) • Approach or withdrawal • Three components • Subjective experience (e.g., feeling frustrated or joyful) • Physiological activation (e.g., sympathetic nervous system activation) • Expressive behavior (e.g., smile)

6. Basic Emotions • Anger • Disgust • Fear • Joy • Sadness • Surprise • (e.g., Paul Ekman; but different theorists have proposed • different basic emotions)

7. Emotions (II) • Positive emotions (e.g., joy) serve as • A motivating source of goal-directed behaviors • Increase the subjective perception that one is capable of performing these behaviors • Increase the expectation that goal-directed activities ultimately will be rewarded • An affective reward for goal-directed behaviors • A paradox: people may also like situations eliciting negative emotional responses (e.g., suspense, fear, anger)

8. Aroused Alert Excited Energetic Peppy Joyful Enthusiastic Angry Aggressive Fearful Anxious Frustrated Arousal Sad Dissatisfied Disappointed Happy Satisfied Displeasure Pleasure Tired Bored Dull Helpless Relaxed Calm Inactive Idle Passive Valence–Arousal Circumplex Model of Emotion

9. An Alternative Conceptualization: Positive Affect and Negative Affect Highwithdrawalmotivation Highapproachmotivation • High Negative Affect • High BIS activity • High Positive Affect • High BAS activity Arousal Displeasure Pleasure • Low Positive Affect • Low BAS activity • Low Negative Affect • Low BIS activity BAS = Behavioral Activation system BIS = Behavioral Inhibition System

10. Constructs and Measures There is a difference between constructs (e.g., emotion, attention) and measures or ways to identify them (e.g., facial electromyographic [EMG] activity, heart rate [HR]). Constructs are always hypothetical and not directly observable, but measures are.

11. Latent constructs and confirmatory factor analysis Self-reported experience Emotion Electrodermal activity Expressive behavior Rectangles indicate measured variables, ellipses represent latent constructs, and small circles represent residual or disturbance variables (variances). Latent factors (e.g., emotion) capture the true score of the common variation among the indicator variables, whereas the unique or specific aspects of the indicators are separated into a uniqueness or error term.

12. Different Ways to Detect Emotions in Emotional Interaction • Automatic detection of (emotional) facial expressions from a camera image • Behavioral measures (e.g. key pressures) • Psychophysiological measures

13. Advantages of Psychophysiological Measures over Self-Report • More objective data (not dependent on language and memory) • Measurement can be performed continuously during social interaction • Measurements may provide information on emotional and cognitive responses that are not available to conscious awareness • High predictive validity

14. Psychophysiological Recordings in Real-World Contexts • Varioport-B mobile physiological data acquisition system (Becker Meditec, Karlsruhe, Germany) for measuring ECG, facial EMG, EEG, EDA, respiration, physical activity, and ambient temperature, noise, and illumination. • Emotion- and attention-related psychophysiological recordings can be carried out when the participants are interacting in different contexts (e.g., laboratory, street, their own home) • Increases ecological validity

15. Psychophysiological Measures of Emotional Valence • The contraction of facial muscles is an important form of emotional expression • The facial EMG provides a direct measure of the electrical activity associated with facial muscle contractions • The primary psychophysiological index of hedonic valence (pleasant vs. unpleasant) • Zygomaticus major (cheek) muscle area • An index of positive emotions • Corrugator supercilii (brow) muscle area • An index of negative emotions • Orbicularis oculi (periocular) muscle area • An index of positively valenced high-arousal emotions • Facial expressions not only reflect one’s emotional state (emotion-expression view; e.g., Ekman), but also serve a social communicative function (communication of behavioral intentions or social motives; behavioral ecology view; e.g., Fridlund) • The use of facial EMG as a measure of emotions (emotional valence) requires construct validation

16. Psychophysiological Measures of Arousal (Bodily Activation) • Electrodermal activity (EDA) • The primary psychophysiological index of arousal • As people experience arousal their sympathetic nervous system is activated, resulting in increased sweat gland activity and skin conductance • Heart rate (HR; or interbeat interval, IBI) • HR accelerates with increasing arousal during active coping tasks (e.g., public speaking; increased sympathetic nervous system activity) Ravaja, N. (2004). Contributions of psychophysiology to media research: Review and recommendations. Media Psychology, 6, 193-235.

17. Problems Associated with Psychophysiological Measures: Heart Rate as an Example • Heart rate (HR) is the measure of how many times the heart beats in a minute • HR is influenced by both the sympathetic nervous system (SNS) and parasympathetic nervous system (PNS) • SNS activity causes the heart to speed up • PNS activity causes the heart to slow down • HR is primarily under SNS control during sensory rejection tasks (i.e., attention to internal stimuli), such as mental arithmetic and emotional imagery, and during active coping tasks, such as public speaking • SNS activity increases with increasing emotional arousal • HR indexes arousal during these tasks • HR is primarily under PNS control during sensory intake tasks (i.e., attention to external stimuli), such as finding errors from a text and watching a film • PNS activity increases with increasing attentional engagement • HR indexes attentional engagement during these tasks • Interpretation is highly dependent on the research paradigm and task demands

18. Emotions and frontal EEG asymmetry: Motivational direction model • The left and the right anterior region of the brain are part of two separate neural systems underlying approach and withdrawal motivation, respectively (e.g., Davidson, 1995) • Emotions that are most often “approach” oriented, such as joy, interest, and even anger, are associated with relatively greater left frontal activation, whereas emotions that are most often “withdrawal” oriented are associated with relatively greater right frontal activation. • Thus, although anger is negative in valence, it often evokes approach motivation and is associated with relatively greater left frontal activation (Harmon-Jones, 2003).

19. Psychophysiological Measures of Attention • Respiratory sinus arrhythmia (RSA; long-term attentional engagement) • high-frequency component of HR variability: the frequency band ranging from 0.15 to 0.40 Hz (respiratory-locked oscillations in HR) • the greater the vagal (parasympathetic) regulation of metabolic activity, the more HR will accelerate and decelerate in response to respiration, producing an RSA waveform with larger amplitude • Phasic heart rate (HR) deceleration (short-term attentional selection) • Electroencephalography (EEG; reduction in alpha-wave power)

20. Mediated Emotional Cues in Distributed Group Work • Negative (fake) cues of group emotion (depressed, nervous/stressed) elicited higher corrugator supercilii EMG activity during the task compared to cues of positive group emotion (positively excited, positively relaxed), F(1,29) = 6.76, p = .015, η2 = .19 • Corrugator supercilii EMG activity was higher during routine tasks than during creative tasks, F(1,29) = 19.16, p < .001, η2 = .40 (corrugator activity increases not only during negative emotions but also during effortful attention).

21. Virtual Human Facial Expressions

22. Emotional Reactions as a Function of Preceding Interactional Events

23. Mediated Touch

24. Mediated Touch affects Decision Making in the Ultimatum Game