Why is it important to listen to the inner voice, and go on about their emotions

All around assert that emotions prevent us to make good, informed decisions and, therefore, to achieve something, you have to learn to "switch off". However, an expert in branding, neuromarketing and behavioral economics Marie Saxon sure: without emotion is impossible to make decisions.

Why is it important to listen to the inner voice, and go on about their emotions

All business books written on every large gathering in the corporation say, any decision should be clearly counted, rationalized, weighed, judiciously made, and it is necessary to turn off the emotions. In my opinion, this is one of the main misconceptions today. To understand why, let's look at the decision-making process from the point of view of neuroscience.

Once an appointment with a renowned neuroscientist Antonio Damasio has come a very interesting patient. His name was Elliott and he underwent surgery to remove a small tumor close to the frontal lobes. The operation was successful, Elliott has retained its level of the IQ, but something was wrong. He completely lost the ability to make decisions.

"Elliot endlessly mulling over minor details - such as whether to write in blue or black pen, which radio station to listen to and where to park the car - the doctor wrote. - When choosing where to dine, he carefully studied the menu of every restaurant, arrangement of tables, lighting scheme, and then toured the restaurant to see the workload. But it was all in vain: he still could not decide where to eat. Inability to make decisions was pathological. "

Nuance, which is important to mention: during surgery Elliot damaged region of the orbitofrontal cortex.

Damasio interested in the case of Elliott and began studying other patients with similar injuries. They demonstrated a similar syndrome: keeping the mind and higher the IQ, were quite unable to take even minor decisions: what to eat for breakfast, what day to meet with the doctor, what costume to wear.

If we have no emotional connection to any of the options, and we can not make a choice

The fact that the orbitofrontal cortex is responsible, among other things, for the integration of emotions in decision-making. It connects the subconscious (the limbic system) with consciousness (the neocortex). If damaged orbitofrontal cortex emotions can not influence the decision-making consciousness.

What does this mean in practice? When the decision does not include the emotions, we do not catch hold. We can logically argue why you should choose option A, and then explain why you should stay at the B variant If we have no emotional connection to any of the options, and we can not make a choice.

Try to rationalize why you eat for breakfast is what you eat. Because it is useful? And why are you so sure? Why do you eat that's useful and not something else? Less than five minutes, a thought experiment, and you get a feeling that you can not make a decision without emotions.

Damasio went ahead and conducted an experiment with a colleague Antoine Bekar. They handed out the test on four decks of cards (two red, two black) and $ 2,000 on the game. Each card in the deck was showing, the subject lost or won. The aim was that by the end of the game to earn enough money. Researchers cheated and made two decks of cards "balanced" by a winning and a losing card and two decks - high risk.

Why is it important to listen to the inner voice, and go on about their emotions

What happens when we make a decision with a strange result? We include what is known behavioral economist Richard Thaler calls naive diversification. When we have four decks, and we do not know where winning or losing the card, we try to take from each deck, at a time - just as if we were first elected jams of exotic fruits. We have tried the whole range to choose what to like and what not. Then something unexpected happened in the study. On average, only after the fiftieth card players began to speculate what deck the most advantageous and least dangerous. After they eightieth card could justify why prefer one deck and ignore the other. The key to the experiment was a test connection to the computer, which measures the electrical conductivity of the skin. Typically, the higher the conductivity levels indicate nervousness and anxiety.

And what is interesting: computer showed excitement after the tenth card, when the arm of the test reached for the wrong deck. The figures show that the hand at this point shows more "nervousness."

So, at the tenth map our emotions, body, and "inner voice" already know where the dangerous and where you should not go, but the consciousness finally realizes only at the fiftieth map on the right strategy, and only on the eightieth the map, we can explain to myself what happened 30 maps backwards.

It is necessary to train to understand their internal signals, learn to discern their meaning

These studies clearly show how important it is to access your emotions and listen to what is called intuition and inner voice. Emotions - one of the three essential components in making decisions. Without them and making some can not be.

And if your option A carefully calculated and verified, and the emotions hit the alarm and do not want to accept it, is to listen to them, they can be aware of the details that consciousness does not know yet. Emotions can read those signals that are not achievable by the rational mind. And, of course, is training to understand their internal signals, learn to discern their meaning.

For example, I do not own the data that is at my body and emotions? Or do I have in the past had a negative emotional experience, and it is automatically transferred to the current situation? And if so, how such an experience is adequate?

Do not try to get rid of emotions when making decisions. Emotions are much earlier rational brain to inform about what is right for us, correctly and efficiently. Understanding and recognizing emotions, trusting them, we are able to make the most correct decisions.

About the Author

Marie Saxon - a specialist in branding, neuromarketing and behavioral economics. Business consultant, visionary. Founder and leading courses School of behavioral economics and neuroscience.