Who knows what I want to do? Who knows what anyone wants to do? How can you be sure about something like that? Isn't it all a question of brain chemistry, signals going back and forth, electrical energy in the cortex? How do you know whether something is really what you want to do or just some kind of nerve impulse in the brain? Some minor little activity takes place somewhere in this unimportant place in one of the brain hemispheres and suddenly I want to go to Montana or I don't want to go to Montana. — DON D E L I L L O , White Noise
Iowa gambling task - four card decks, each card told player whether he had won or lost money. Two were rigged (reward 100, penalty 1250), the other had lower reward (50) but no penalty. It took about 80 cards to learn the logic of drawing from the second pack but after 10 cards, the emotions detected the wrong packs
Logic is slow
Neurologically impaired people who could not feel emotions were never able to learn the rules.
Stocks you feel good about - emotional brain can identify the best stocks
Baba Shiv - Stanford - Energy drink - one at 30% discount, people who drank the discounted drink solved fewer puzzles than the ones who paid full price.
Cake vs fruit salad - people who were asked to remember seven digits chose cake and people who were asked to choose two digits chose fruit salad, a mind trying to remember lots of information is less able to exert control over impulses
Last two numbers of social security number- those with higher last two digits bid more
Stocks - people who saw only the prices made better decisions