Catalyzing decisions: How a coin flip strengthens affective reactions.

Mariela E Jaffé,Rainer Greifeneder,Leonie Reutner,Baogui Xin

doi:10.1371/journal.pone.0220736

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.

Highlights

IntroductionSome are clear-cut, and allow for easy decisions, whereas for others individuals may be torn between options
Individuals face a multitude of decisions every day
In a short survey that we conducted via Clickworker, all 31 participants were familiar with flipping a coin to make a decision, and 87% indicated that they themselves had applied that strategy in the past. 58% of participants indicated that the coin toss elicited a feeling, such as tension or excitement (32%), but they reported having felt happy or sad (21%)–depending on the outcome of the coin toss

Summary

Introduction

Some are clear-cut, and allow for easy decisions, whereas for others individuals may be torn between options. In some of these cases, individuals might try to find a solution for their dilemma by using a simple random outcome decision-making aid such as a coin. Experiencing sudden feelings regarding the outcome of a coin flip is not an unfamiliar phenomenon. In a short survey that we conducted via Clickworker, all 31 participants were familiar with flipping a coin to make a decision, and 87% indicated that they themselves had applied that strategy in the past. 58% of participants indicated that the coin toss elicited a feeling, such as tension or excitement (32%), but they reported having felt happy or sad (21%)–depending on the outcome of the coin toss.

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Discussion

Conclusion