The document discusses several experiments that demonstrate how human decision making is irrational and influenced by emotions and biases. One experiment shows that people are more likely to choose an ordinary chocolate labeled as "free" over a higher quality chocolate for a small cost, due to the power of labeling something as free. Another experiment finds that people are more likely to cheat or report incorrect answers on a simple math test when receiving indirect compensation that does not require proof of correct answers. The document argues that while people see themselves as rational, human decision making is strongly influenced by emotions and the limbic system of the brain, which can override logical thinking.

1. So, you think you are rational?
Come on!
Human aspects in daily life and
decision making…

2. have you ever …

3. … bought 2 pieces of something you needed just
one piece to get the third one for FREE?
… bought an expensive new mobile phone model
although you needed just basic functions?
… cheated with (meal, gas, …) vouchers but you
would never steal money?

4. sounds familiar?

5. The power of
word (FOR) FREE

6. Experiment
1
piece
of
Swiss
chocolate
15
cents
1
piece
of
ordinary
chocolate
1
cent

7. cost difference 14 cents …

8. what would you buy?

9. Experiment results
73%
bought
Swiss
chocolate
27%
bought
ordinary
chocolate

10. but then comes a slight change …

11. Experiment alternation
1
piece
of
Swiss
chocolate
14
cents
1
piece
of
ordinary
chocolate
for
FREE

12. still the same cost difference 14 cents …

13. what would you buy now?

14. Experiment
alternation
results
only
31%
bought
Swiss
chocolate
(73%
before)
69%
bought
ordinary
chocolate
(27%
before)

15. why such a change?
what happened?

16. We are irrational if we
see the word FREE
We buy something
different than we
needed because of FREE
effect (1+1 free)
We lose 30mins of our
time filling questionnaire
to get something (we
don’t need) for FREE

17. The
power
of
emoFons

18. We
think
we
know
and
can
control
ourselves

19. even if we are
under the stress
hungry and tired
frightened
sexually aroused

20. Experiment
university students filling questionnaire
during university lessons …

21. … and at home when sexually aroused

22. sexually
sensiFve
quesFons

23. what do you think?
was there any variance between the
answers?

24. Experiment results (extract)
Ques%on
In
rest
state
(%)
Aroused
(%)
Difference
(%)
Will
12
year
girl
raise
your
aLenFon?
23
46
100
Could
you
have
sex
with
60year
old
woman?
7
23
229
Would
you
request
sex
even
if
your
partner
says
“No”?
20
45
125
Would
you
subs%tute
drugs
to
the
girl
with
intenFon
to
have
sex
with
you?
5
26
420
(!)
Would
you
go
out
to
buy
condom
even
if
it
can
result
in
girl’s
departure?
86
60
-­‐30

25. emotions change our normal behavior
there is no consistent person
(nice or nasty guy)
context changes our behavior
(nice guy can become nasty)

26. observe your behavior and reactions under the
stress, when hungry, or frightened
learn the lessons to predict your
“non standard” reactions

27. THE
POWER
OF
CHEATING

28. would you ever steal money?
never?

29. and have you ever…
taken company pen?
cheated with business trip report?
taken somebody’s cola or milk in shared fridge?

30.
experiment
simple
mathemaFcal
test:
find
2
numbers
giving
10
3
different
groups
50
cents
for
the
right
answer

31. group 1: results checked by assistant
and money paid by him
group 2: participant only need to say result loudly, no
proof requested
money paid directly by assistant
group 3: results also only verbally
no proof needed
assistant pays plastic chip
exchanged for money outside
(indirect money)

32. would you cheat
if being in group 2 or 3?

33. guess the results …

34. group 1 (control group): 3.5 solutions found in
average
group 2 (direct money, no proof): 6.2 solutions found
reported (participants stated without any proof ;)) in average
group 3 (indirect money: chip, no proof): 9.4 solutions
reported by participants in average

35. will Enron managers or big bank bankers steal your
wallet? probably not, but they did it with indirect (or
electronic) money
cheating is easier when money are indirect (we would not
steal 10 USD but take coke 6 pack from the fridge)
260% difference in experiment!!!

36. we logically justify moral aspects if stolen
money are indirect

37. Why
all
these
things
happen?

38. … and its
structure
the cause is
our brain …

39. brain stem (unconscious body
functions like breathing; “run or
fight” reflex)

40. limbic system
(other instincts,
emotions, learning
abilities, parental
tendency,
decision
making)

41. neocortex (logical
thinking, concepts,
analysis, planning,
language,
emotions
adjustment)

42. neural system
signals goes in
this direction

43. this is why “run or fight” reflex, instincts,
feelings and emotions are touched and activated
first, only then can comes rational thinking…
… but still decision making is done
by limbic system

44. this is why we feel we need something although we
logically don’t
or why logical arguments do not
convince us to buy

45. you still think you are
rational?

46. is it only our mind and logical thinking guiding our
decisions and lives?
what about feelings, emotions,
visions bigger than us?

47. some takeaways …
observe your behavior,
emotions and reactions
observe your reactions if you see something
for FREE (do you really need it?)
accept the whole life, it means also your shadows,
your “nasty” side; you are not
only funny, happy, smart, but also mean,
sad, fearful, …

48. used
sources
Simon Sinek TED talk: “people
don’t buy what you do …”