Decisions: Emotion or Reason?

When: Fri, March 18, 5:30pm
Where: JC2, Level 1, Sunway University, Bandar Sunway
Admission: Free
Info: Attend | Poster | Venue

The question of whether emotion is beneficial or detrimental to decisions has been debated for centuries. In this lecture, Baba Shiv, Professor of Marketing at Stanford University, will provide a nuanced view of this debate, starting by addressing a broader question, “What is a good decision?”

Baba Shiv will delve into the workings of the emotional brain and highlight the powerful role that emotion plays in shaping the value proposition and, thereby, decisions through a biased “multiplicative” process. He will break down decision making into three phases, highlighting the importance of reason in some phases and that of emotion in others.

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