It is easy to feel confident when choosing according to intuition and it is easy to feel that it is a 'true self' decision

by stokpic

In the case of making decisions according to intuition, research shows that people are more likely to be convinced than to "make a good thought" decision and to feel "it is a decision reflecting" real self " it was done.

Feeling Certain: Gut Choice, the True Self, and Attitude
Certainty
http://www.apa.org/pubs/journals/releases/emo-emo0000490.pdf

When You Go with Your Gut, You Feel Like You
https://www.livescience.com/63535-gut-decisions-true-self.html

Sam Maglio assistant professors who study marketing and management at the University of Toronto, Canada, conducted four experiments on consumer goods to investigate how "true self" is related to decision making.

Of course, it is ambiguous whether "real self" is something, and scientifically I do not know whether "real self" exists. What I emphasized in this research is "real self" as "undaunted identity" that people feel. People are not always able to act on the street as "real self", but there is a tendency to believe in their existence.

The first experiment is that 90 residents of Toronto are forced to choose between two DVD players. At this time, the subjects were divided into a group called "to intuitively select", a group which is said to "think well", and groups not specifically directed to the selection method. After that, all of the subjects answered the question "How much does your choice reflect" real self "?

As a result, the group instructed to "select by intuition" highly evaluated that "selection reflects" real self "", compared with the group instructed "to think well" And that. The group that was not instructed about the selection method was evaluated in the same way as the group instructed to "think carefully", so it is considered to have been selected "well thought".

by Tero Vesalainen

In addition, in the second experiment I instructed 88 subjects gathered on Facebook to choose a travel mug. Some of the photographs of travel mugs shown by subjects are black-and-white prints and those of color prints, and some images are explanatory notes such as "what is the material of the mug" and "how much to wash it" It was done. As a result of the experiment, if you see a color printed photograph or a mug with an explanation as an option, people tended to think that their choice reflects "the true self". For this reason, researchers think that certain kinds of decision-making influence people's "intuition is used or not".

In the third experiment, 215 subjects gathered using Amazon's web service " Amazon Mechanical Turk " were asked to choose an Airbnb apartment. Several subjects were told, "Please choose your own apartment", and the subjects are confident in their decision regardless of the instruction "to follow intuition" or "to think well" It is said that there was a trend.

by Thought Catalog

And in the fourth experiment, researchers investigated the influence of "real self" in a situation closer to reality. 60 college students have chosen "dinner restaurant", then they asked them to share their preferred shops under social media under the name of "share coupons", and the researchers asked friends and family members I was told to provide an email address. Even at this time, subjects were divided into groups that were instructed to follow intuition when selecting stores, and groups that were instructed to think well.

In this experiment, researchers hypothesized that "people who chose intuition will be sharing more by SNS or e-mail because they are confident in their choice." And, as a result of the experiment, as expected by researchers, people who chose shops instinctively had more e-mail addresses provided to researchers. While the intuition group provided at least one email at 57%, the proportion of groups instructed to "think well" was 30%.

"What you can see from here is that it is a good way to find your true self in decision making, but there is not one way to look at your true self." "Choosing something He tells the person himself regardless of the content, "Maglio said.

Maglio said that making consumers aware of "real self" is useful for marketers. Because Mac believers think buying Apple products as one of their identities, we do not think about buying a Dell PC. There is also a merit on the consumer side in that consumption choices according to intuition "do not consume mental energy". However, if emphasis is placed on the diversity of experiences, it is better to push out "thinking" rather than intuition.

by geralt