In a previous post on how mood affects your reaction to brands you know (see You Are Most Affected By Brands And Logos When You Are Sad And Scared), I talked about the research from Marieke de Vries of Radboud University Nijmegen, in the Netherlands. De Vries also did research on two types of decision making: a trusting -your- gut intuitive method vs. following a logical, deliberative decision-making process of weighing alternatives and thinking through pros and cons. De Vries was interested in whether one method of decision-making was better than another, and also whether your mood affected the outcome of the decision.
When to use deliberative decision-making — Research by Dijksterhuis shows that when you have simple decision to make you make better decisions when you use a logical deliberative method.
When to use intuitive decision-making — Research by Shiv shows that when you have a complicated decision to make, you make better decisions when you use an intuitive or “gut” method.
Here’s Scenario 1: You get together with your friends to watch your home team play a game on TV. They win! After an afternoon of fun and friendship you stop at a grocery store on your way home. You are in a good mood. Are you more or less likely to buy the usual cereal you always buy or will you try something new?
Here’s Scenario 2: It’s Friday afternoon and your boss calls you in to tell you that he’s not happy with your latest project report. This is the project that you repeatedly told him was in trouble and you asked that more staff be assigned. You feel all your warnings were ignored. Now he’s telling you that this work will reflect badly on you and you may even lose your job. On the way home you stop at the grocery store. You are sad and scared. Are you more or less likely to buy the usual cereal you always buy, or will you try something new?