The Brain Mechanism of Reason and Emotion

System 1 and system 2

Cognitive miser

Second, cognitive bias.

Frame effect

endowment effect

Usability inspiration

Representative inspiration

anchorage effect

Decimal principle

Independent event

Free power

Social norms and market norms

hunger marketing

Psychological account

Pay the pain

Subjective feelings come from comparison.

Three. abstract

First of all, think quickly and think slowly.

We've been making decisions. Not making a decision is a decision in itself, and not making a choice is a choice. In the past, psychologists and economists were studying how to make the best decision. Economists say that people are rational animals, while psychologists say that people are not rational animals. This course will show us how emotion determines rationality. When the reason is clear, but there is no emotion, we still can't make a decision.

A famous entrepreneur, with brain injury after a car accident, is sane. He wants to buy a new car after the car accident. At that time, Toyota and Honda were the most popular cars in America. He wrote out the advantages and disadvantages of these two cars and made a long piece of paper. But he couldn't make a decision at all, so he had to flip a coin. If a person can't make decisions, he can't be a CEO, because the CEO has to make decisions every day, so he can only retire early. At home, he can't even make decisions in his daily life. His wife divorced him and stayed in the hospital for a long time, which became the case we studied. Only then do we know that emotion is so important that it is far beyond reason.

"When I went to the United States to study (1969), my father told me,' Life should avoid regrets'. Listen to your brain's reaction to small things. Your brain tells you what to do, and you do it. Listen to your heart in important matters. Although your reason tells you that this is a meat bun hitting a dog, there is no turning back, but as long as your heart tells you to do it anyway, you should do it, because people should avoid regrets. "

The Brain Mechanism of Reason and Emotion

"Man is not a rational animal", the rational center in the brain is called the prefrontal lobe, and the emotional center is called the limbic system. The path from frontal lobe to limbic system is relatively thin; The path from the limbic system to the frontal lobe is thicker and matures earlier, so people will have the situation of "rushing to the crown and getting angry".

The prefrontal lobe develops very late and does not mature until after the age of 20. The law of the world, commutation before the age of 20, after the age of 20, you are responsible for your actions, after the brain matures, you have no excuse. Now the prefrontal lobe matures later. Experiments show that boys will reach the age of 25 and girls will reach the age of 22. The limbic system matures earlier and earlier. It turned out that the first and second grades of junior high school were adolescence, and now the fifth and sixth grades are adolescence.

System 1 and system 2

There are two systems in the brain, let's call them "system 1 and system 2".

System 1 unconscious, making decisions quickly. For example, what is 2×3? You can speak quickly. For example, walking, cycling and eating are all automated processes.

System 2 is rational and based on logic, and its calculation is very slow. For example, 3 1×28, you have to think about it to know the answer.

Let's look at a few examples. Please answer quickly.

First of all, how many animals did Moses bring into the ark? We saw that most people might think of 2000 animals or how many animals, but they didn't notice that the ark belonged to Noah, not Moses.

The second problem is that there are lotus flowers in the pond. It takes him 48 days to lay the lotus pond every day. How many days does it take to lay the lotus pond half full? If you answer quickly, you may think it is 24 days, but if you think about it the other way around, you will find that it should be 47 days.

3. Bats and Baseballs * * * 1. 1 USD. If the bat is more expensive than the ball 1 USD, how much is the ball? If you answer quickly, the system 1 will quickly subtract 1 yuan from 1 yuan, leaving 1 minute as the answer. If you use system 2 to calculate, you will know that it is 5 cents.

People will make mistakes when calling the system 1 quickly, because rationality is based on emotional instinct. If something happens, the system 1 will handle it first. If you get the answer, do it. If you don't get the answer, you will return to system 2.

But we cannot do without the system 1. One of the best examples is playing mahjong. You have to play mahjong as soon as the cards come in. "After my father retired, we let him play mahjong to prevent Alzheimer's disease. But my father has been a judge for 40 years, and he can't play the cards in his hand. He must think from beginning to end before he can shoot. As a result, he played mahjong four times a day and no one accompanied him to play cards. "

In fact, we sometimes need to react quickly in our lives. For example, a conversation needs to be answered immediately. If everyone else thinks for five minutes, you definitely don't want to communicate with each other in the future. This is why we still use 1 even though we know that this system is not good.

We find that most people rarely make decisions according to logical thinking, and some people are used to identifying patterns from the environment and then using the summarized patterns to deal with the current situation. Mark Twain said that most people lack the ability to think independently. That's why I want to go to college. Entering the university is not to learn some social skills, the most basic thing is to learn the ability to think independently. Many people don't have this ability, so they can't wait to know what their neighbors are thinking, and then follow blindly.

Cognitive miser

We have a term called "cognitive miser", that is, individuals who often rely on obvious superficial information and simple and effective strategies to evaluate information and make decisions, that is, individuals who use intuitive judgment systems to reduce their cognitive burden.

Why should the brain be stingy? Because resources are limited. The brain accounts for 2% of body weight, but it uses 20% of body energy. In order to make up normally, 60% of behaviors in life have become habitual behaviors, so don't even think about it. We often get up in the morning and rush to work. When we are walking on the road, we want to know whether the fire is off, whether the gas is off and whether the door is locked. Don't go back to see it, it must have been done. We don't remember because it has been automated and doesn't use brain resources, so we don't remember.

Why are you used to it today? The experimenter found that when our eyes saw a picture that we had never seen before, all the nerve cells related to this picture came out to move. Green, blue, straight, horizontal and angled tubes are all activated. But the second time I look at this picture, it's different. The cells made for the first time were greatly activated. At the same time, he issued a restraining order: I am doing well, let me do it, you can do something else.

ambiguous

In the above picture, how many times have you done it on the horizontal axis and how much effort has you spent on the vertical axis. When it is fresh for the first time, all cells have to be activated, which consumes a lot of energy. The second time was much less than the first time, and it was even after three times. You can see that habituation does not use brain resources.

We in China say, "If you walk into an abalone shop, you don't know its taste for a long time." Because the place where you sell fish stinks at first. You will hold your nose and your brain will move immediately. Is this gas? Is it poison gas? Will it hurt you? Two minutes later, he decided that it was fishy and wouldn't harm you, so he sent an instruction to olfactory brain, saying that it wouldn't harm me, and this message should not be sent again. So, I will give you a box lunch in five minutes, sit down and start eating, and the taste will be gone. When the brain becomes familiar with the stimulation of a repetitive thing, it will not respond.

This situation is very common in marriage. After three years of marriage, you walk in front of your husband in new clothes. He basically can't see it, because this is already familiar, so he can't see it.

Second, cognitive bias.

Today we are going to talk about decision-making, mainly about cognitive bias. There are many studies. In 2002, psychologist Kahneman won the Nobel Prize in Economics, because he saw how people make judgments from the human brain and found cognitive biases.

Frame effect

Topic: There are two new methods to treat lung cancer, surgery and laser therapy. Tell the doctors in the first group that the survival rate in the first month after operation is 90%. Tell the doctors in the second group that the mortality rate in the first month after operation is 10%.

Results 84% people in the first group chose surgery, while only 50% people in the second group chose surgery.

It can be seen that these two groups are actually the same problem, but when the presentation methods are different, everyone's choices are different. This is the so-called "framing effect", that is, facing the same problem, people's final choices will be different with the different expressions of the problem.

The framing effect increases with age. This is because the frame effect used in the past is effective and people will use it more and more. But when using a second language, the framing effect will disappear, because the second language uses more brain resources and actually calls System 2.

Different frameworks lead to different intuition, which is widely used in sales. For example, Xiaoming changed his car with a mileage of12km per liter to a mileage of14km per liter, and Xiaohong changed his car with a mileage of 30km per liter to a mileage of 40km per liter. Assuming that everyone runs 10 thousand kilometers a year, who will save more gasoline by changing cars?

At first glance, I will think it is Xiaohong, and I feel a lot from 30 to 40. But it is wrong to use system 2 to calculate. In fact, Xiao Ming saves a lot. There is a deviation here because the presented framework is different. The condition is how many kilometers a liter runs, but the question is how many liters a kilometer runs. It affects people's judgment.

Therefore, the frame effect will affect people's decision-making. As a politician, people must make better choices.

For example, Germany and Austria are the same species. However, regarding organ donation, only 12% of people in Germany choose to donate, while 100% in Austria. Why is it so much worse?

It's different now. After taking the driver's license, you need to check the organ donation option. The question in Germany is "Please tick here if you are willing to participate in organ donation", and Austria is "Please tick here if you are unwilling to participate in organ donation". We are generally lazy and need to draw more boxes. Most people don't tick. Therefore, only 12% people in Germany are willing to donate, while 100% people in Austria are unwilling and willing to donate.

Why is the framing effect so effective?

Question: Throw a coin and you will lose 100 yuan. If you win, you will get 150 yuan. Would you like to?

Pure reason will definitely choose opportunities, because it will win money in the end. However, people are a little different. They don't like the loss and are unwilling to pay for it. Losing 100 yuan is much more painful than finding 100 yuan. So most people choose not to play this game.

People don't like losing. In the process of evolution, if they can't find something to eat, they will die. It's no use getting extra things unless you can store them.

Different frameworks use people's aversion to loss to influence people's choices.

endowment effect

The same thing, your own thing is the best. China said, "Take care of yourself with a broom" and "A nest of gold and silver is not as good as one's own kennel".

In an experiment, the subject was given a cup and then asked how much he wanted to sell it. Average 5 yuan. The other group didn't get the mug and asked him how much it cost to buy someone else's mug. Average cost 1 yuan.

We see that this is very different. What you have is better and more valuable than what others have. This is the endowment effect.

Look at the problem. There are two gambling games. Which one will you take part in? A, 50% chance to lose 100 yuan, 50% chance to win 200 yuan? On the other hand, there is a 50% chance of losing to 200 yuan and a 50% chance of winning 20,000 yuan.

No one should choose the first one. A bird in the hand is worth two in the bush.

When people face losses, they tend to take risks and gamble. Maybe there is nothing to lose. But in the face of interests, people are often certain and unwilling to take risks. It is most important to have reality. This is Kahneman's prospect theory.

Usability inspiration

When we get information and make judgments, the system 1 uses heuristics and past experience to make judgments. System 2 uses computational methods.

Question: Which is more likely to appear in the first position or the third position of a word?

We can easily think of the words beginning with k, such as kite, kind and so on. , but K appears in the third position, and I can hardly remember it. But if you count carefully, there are more third positions. Therefore, people can only judge by the examples that come to mind immediately and the clarity of the examples. This is the inspiration of usability.

Similarly, which is safer, by train or by plane? In fact, a train is similar to an airplane. If you drive, you would like to think of a plane crash and think that the plane is more dangerous. But in fact, you will find that the probability of plane accidents is much smaller than that of car accidents.

Similarly, will you buy earthquake insurance? 1989 California earthquake, after the earthquake, everyone went to buy earthquake insurance, except psychologists.

Why? Because earthquakes are rare, they haven't happened several times in recent years. However, because these rare events are particularly vivid and impressive, people will overestimate the probability of occurrence.

Representative inspiration

Problem: Jack is gentle and shy and has no interest in others, but if you ask him for help, he will help you. He loves neatness, likes things to be organized, and is very concerned about details. Is it more likely that this person is a librarian or a farmer?

Many people choose librarians because questions present the stereotype of librarians. When faced with uncertain events, we often judge or predict them according to their similarity with past experience. This is a typical inspiration.

This experiment was done at 1970. At that time, the ratio of farmers to librarians in the United States was 20 1. So in terms of probability, it must be a farmer. Many people ignore opportunities and make mistakes.

If this topic is changed to a bag, there are 20 red balls and 1 white balls in it. If you catch a ball from the bag, what ball is most likely? You can't choose the wrong red ball because the probability is 20 1.

confirmatory bias

Do you feel that someone was born for you? Whenever I think of him, I call. Then I saw the time, which happened to be my own birthday.

In fact, you ignored a lot of information in this process. What have you overlooked? He didn't call when you missed him. Or you didn't think of him when you called. And every time you look at the time, the hour hand and the minute hand don't point to your birthday.

We tend to ignore the answers that are different from ourselves and only look at the answers that are the same as ourselves. This is the so-called confirmatory bias: when a person establishes a certain belief or idea, he tends to look for evidence to support this belief in the process of collecting and analyzing information.

Confirmatory bias has a great influence in life, and reporters only interview experts who conform to his views. When students write a paper, they only look for things that support the theme of the paper. Once the answer is different, it will be inferred that the instrument is not good or other reasons.

There was a plasticizer incident in Taiwan Province Province before, and a large amount of plasticizer was added to the food. When testing food, there should be no peak. There is a girl who is excellent. The first time she made a peak, she thought she had done something wrong, and then she did it again. When the third peak still appeared, she did not blame the instrument or luck, but further explored and finally found the plasticizer inside and found the food safety problem. She deserves praise. There are many people in a laboratory, and everyone does the same experiment. Why can't others find out? Because of prejudice in my heart, I only look at what I want to see. If you give a different answer, you can throw it aside. This is confirmatory bias.

Therefore, language is very important. Do you think Sam is friendly? All you can think of are friendly pictures. Are you asking Sam if he is unfriendly? All you can think of is unkindness. This is a linguistic hint and a confirmatory deviation.

anchorage effect

What is the most commonly used method for us to make judgments?

This experiment was completed by Trisky of Stanford University. He controls a turntable and will only stop at 10 and 65. The first group went to 10 and asked him, are there more African countries in the United Nations than just now? The second group turned to 65 and asked him if there were more African countries in the United Nations than just now. It's a little small, of course.

Then ask how many African countries do you think there are in the United Nations? The first group that set 10 answered 25%, and the second group that set 65 answered 45%, which was quite different.

There is another experiment. American redwood trees are very tall. Ask whether it is higher than 365 meters or lower than 365 meters. Of course it's low. The answer is 257 meters. If you ask whether it is higher than 55 meters or lower than 55 meters, of course it is high. how much is it? Answer 86 meters.

This is the anchoring effect: people take the known information as a reference point and anchor this point for judgment. Once the datum point is set, it will not deviate from the datum point.

That's the truth: ask exorbitant prices and pay back the money on the spot. The higher you pay, the less you have to pay. Very low, not easy to add up. Know the reserve price when you buy something. When I don't know the reserve price, I still lose money.

A long time ago, we came to Suzhou University to give a speech. After that, take us to the state-run silk factory. They sell silk scarves there, 500 RMB. It's still 360 yuan. Everyone bought one. I bought one and came to Shanghai to wait for the plane to come back. I go shopping on the road. I bought the same scarf from 250 yuan. I thought it was broken. I bought it very expensive last time. Make a counter-offer to 200 yuan, and everyone will buy another one. When I came out to wait for the bus, I saw a roadside stall selling, and only one stall sold 150 yuan. I was really angry at that time, so I bought it all. Why? Average loss. Without knowing the reserve price, the counter-offer is still passive.

Independent event

Question: A hospital gives birth to six babies at a time. Is it a man, a woman or a woman, which is more likely?

Actually, it is possible.

"Our home is the best example. My mother gave birth to seven daughters. My mother didn't believe me, thinking that when I was born, there was always a man coming out, but all seven were women. I didn't have a chance to study at that time, and I thought my mother had a problem. Why are all girls born? Look at the probability and you will know that there is nothing wrong with it. Every time is an independent event. If you have 1000 children and the sample is large, there will definitely be boys. "

This is called the decimal principle, the decimal principle. When a copper coin is thrown several times, it will be full of heads or tails. We know from the experiment that 30 people look like a lot, and the statistics are good, but if this is a very special effect, you have to achieve 100 or more, because 30 people are still a small sample, and there is still the possibility of making mistakes.

The first exam 100 was praised, and the second exam was definitely poor. The teacher said that students should not be praised. Praise them, and your tail will tilt up. If you don't do well in the exam, beat him up. As a result, I did well in the third exam. You see, it still works.

This is actually wrong. Every exam is an independent event. Kahneman said that praise or criticism has nothing to do with students' next performance. You can do well in the exam if you have the strength, but you will definitely have a chance. The college entrance examination is going to worship Wenchang Jun. Why should I worship him? There is still a chance in the exam, and the questions are impartial. Every time is an independent event, but we forget that every time is an independent event. I mistakenly think that there is a causal relationship between the two.

In fact, we found that all performances would return to the average. The father is tall and the child is tall. The next child will be shorter, and it is impossible to break through the sky all the way up. But dad is short, and his son will be taller than him next time. Return to the golden mean forever.

The way people speak will affect others' judgment of you.

In American universities, there is a copier in the corridor. Everyone has to make copies and everyone is waiting in line. If you want to cut in line, go over and say you're sorry. Can I use the copier? Others say it's impossible. Get in line. But if you say, excuse me, can I use the copier? Because I want to print something. At this time, others may let you.

It doesn't really make sense. Copying machines should be used to print things. You said I wanted to print something, but you didn't explain why you cut in line and others wanted to print something. But people will let you because you added an incorrect reason. It can also be seen here that people are irrational. If you are rational, you will not be allowed at all.

The correct statement is: Excuse me, may I use it? Because I'm in a hurry. This is the correct statement.

Free power

Why is free so attractive? Free will make you spend more money?

Set up a stall in the supermarket. Today, everyone can only buy one. The price of chocolate in Switzerland is 15 cent, and that in the United States is 1 cent. Which one will you buy?

Most people will buy Swiss chocolate, because the cost is 30 cents, and now it is only half price. It's so cheap that most people will buy it.

Now make a small change, each minus 1 minute. Swiss chocolate becomes 14 cents, and American chocolate is free. At this time, only 3 1% people will buy Swiss chocolate, and most people choose to buy it for free. Man cannot resist freedom.

For example, there will be a promotion in the supermarket, saying how much it costs to send a mug. Many people will buy 600 yuan for this free mug. In fact, there is no shortage of mugs at home, but because this is free, I can't bear it. I must.

Social norms and market norms

In an experiment, the experimenter moved a circular figure to a square on the computer. The more you do in five minutes, the more you pay. The experiment was divided into three groups. The first group every time 5 yuan. Results 159 experiments were done in an average of 5 minutes. The second group only gave 50 cents at a time, with less money and less work. In the last group, I asked the other party for free help, and I did more than the first group in five minutes.

This embodies the difference between market norms and social norms. How much I pay, how much I get, this is the normal market. I do good deeds, and I am very satisfied myself. This is a social norm. Social norms are sometimes more effective than market norms, but they cannot be * * *.

For example, the first group still gives 5 yuan. The second group gave 5 yuan chocolate. Chocolate was originally a gift that could awaken social norms, but it was different after the money was marked. If the gift is marked with a price, it will not awaken social norms, but will only make you think that I made this thing for money today.

hunger marketing

If you want to introduce a new thing to the market, you must make it a rare commodity. Black pearls appeared in the 1960s, and pearls are not very expensive. However, put black pearls and diamonds on display in Tiffany's window. But tell the black pearl not to sell, three months later, after registration. Many people buy it because it is rare. The more you can't buy it, the more you like it, which is now hunger marketing.

Psychological account

Imagine a situation, you want to go to the movies, spend 80 yuan to buy two tickets, and find that the tickets are missing at the gate of the cinema. Would you spend more money to buy them?

Most people choose not to do so.

Under other circumstances, I still want to go to the movies. When I arrived at the gate of the cinema, I found that the 80 yuan money used to buy tickets was gone. Will you buy tickets by Alipay or other means?

Most people choose.

This is a psychological account. Everyone has an implicit mental account system. Although this budget has not been written down, there will be an expectation of how much each kind of consumption can cost.

Case 1, I lost my movie ticket and my psychological account, so I didn't buy any more tickets. In the second case, it is cash that is lost, not movie tickets. There is no loss in the psychological account of watching movies, and they will choose to buy tickets.

Therefore, it feels different to take the same money out of your pocket.

Pay the pain

During the period from 198 1 to 2004, American Airlines issued an unrestricted air ticket named AAirpass, with a price of $250,000 (198 1 year, equivalent to $500,000 today). This ticket can fly anywhere in first class for free for life. Airlines think this price is very high, and only large companies will buy it for their CEO and other senior executives as a reward. Unexpectedly, a man in Chicago got compensation for a car accident and bought this first class. Results Within 25 days, the man flew to London 16 times, and spent more than120,000 dollars. Another person bought this ticket and spent 1.5 million yuan to buy the ticket, that is, he could bring his spouse and friends. As a result, the man flew almost every other day. For example, there is an exhibition in the Louvre. He flew from Chicago to San Francisco on the west coast and took his friends to the Louvre. The airline finally couldn't stand it anymore and took back its ticket. "It may be a lot of money at that time, but it doesn't matter if you spend it."

Therefore, when doing business, we must consider the consumer psychology of users. Let the other party spend the money at first. After that, he won't feel bored. Gyms are almost the same, selling tickets for one year. Customers want to be healthy and impulsive. After returning home, I will go in the first month, forget it in the second month, and hardly go in the third month. Therefore, giving is painful. After paying, it doesn't matter

Subjective feelings come from comparison.

People's preferences come from comparison. The small lamp in the dark is very bright, but in a very bright room, the same lamp is invisible. There is no difference between 900 yuan and 1000 yuan, but 100 yuan is different from 200 yuan. When you are poor, you can eat a bowl of noodles for 5 yuan, which is delicious. When you have money, 500 yuan is disdainful.

Most of our choices are based on comparison, and people rarely choose things with absolute conditions. So, be sure to show the comparison to others.

Scientific American, the most famous periodical in America, is printed on coated paper, which feels very good. Contrast method is used to promote the electronic version.

At first, the electronic version of 59 yuan, paper version 125 yuan, electronic+paper version 125 yuan. In contrast, no one will buy a paper version, and everyone will buy an electronic+paper version. When everyone is used to it, take off the option of Chinese version 125 yuan. At this time, the electronic+paper version 125 yuan, the electronic version only needs 59 yuan, so people choose to buy cheap electronic versions.

Another example is a pen 25 yuan, and another store sells it 18 yuan. Would you like to walk 15 minutes to save 7 yuan? Maybe. But if one shop's suit costs 455 yuan and another shop costs 448 yuan, will you save 7 yuan if you walk 15 minutes? Probably not. Although it is also 7 yuan, one compares 25 yuan and the other compares 455 yuan. The two 7 yuan have very different subjective feelings.

summary

The following example can help us not to do things that we regret for a lifetime.

"Both of them took a taxi to catch the plane. The flights were different, but the time was the same. There was a car accident on the road. Arriving at the airport, the waiter at the counter said that a plane flew away half an hour ago and a plane flew away five minutes ago. The degree of regret of the two people is completely different. Why? I came back five minutes later and regretted it very much. I think it would be a pity to let the driver run a red light. However, in fact, the consequences of the two are exactly the same, and both have to wait for the next plane. I missed five and a half hours. Just because there are five minutes less, the distance in my heart becomes less and the degree of self-blame increases.

"I have encountered a similar situation before. In Meili, Malaysia, I will fly to Kuala Lumpur and then transfer to Taiwan Province Province. Waiting for the plane at 9 am, the plane didn't come. 10: 30, everyone argued around the counter and said that they must go back. My blood pressure rises and my face turns red when I quarrel. At this moment, I suddenly remembered this experiment. I'm angry. I won't come unless the plane comes. So I went back to the VIP room. The sofa in the VIP room is very uncomfortable to sit on, and it jumps out as soon as it sits on the spring. I tried every one and found a good sofa to sit there waiting for the plane. It's almost noon, and I know I need something to eat. There are not many things at the airport. I looked at it and chose something delicious. So at 1 1: 30, when it was announced that I would not take off today, I had eaten enough and picked a good position. Knowledge is power, and it is here. It's no use being really angry when the plane doesn't come. I know this experiment, so I won't let my blood pressure rise or have a stroke. Knowledge is power! "

When we think about things, we need to call System 2 to help ourselves not to make mistakes. Don't always blame yourself after you really make a mistake. Because when we blame ourselves, all our energy is spent on regret, and there is no time to see what to do and think about the right thing.