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Research Article
DECISION AFFECT THEORY:
Emotional Reactions to the Outcomes of Risky Options
Barbara A Mellers,' Alan Schwartz,^ Katty Ho,^ and liana Ritov"^
'Ohio State University, ^University of California. Berkeley. ^Boston University', and "Ben Gunon Umversit\. Be'erSheva Israel
I Abstract—HoH do people feel about the outcomes of risk\ options' produced a better outcome Both regret theory and disappointment
I Ri suits from two experiments demonstrate that the emotional reaction theory focus on counterfactual compansons Regret anses from com-
\ 10 a monetary outcome is not a simple function of the utility' of that pansons between choices and disappointment comes from compan-
I outcome Emotional responses also depend on probabilities and un- sons across states of the world In these theones, anticipated emotions
j obtained outcomes Unexpected outcomes have greater emotional im- are never measured directly Rather, they are postulated and assumed
' pa(. t than expected outcomes Furthermore any given outcome is less to influence choice
I pleasant if an unobtained outcome is better We propose an account In this article, we measure emotional expenences associated with
1 of emotional experiences associated with outcomes of decisions called the outcomes of nsky options represented as gambles with monetary
decision affect theory It incorporates utilities expectations and consequences Subjects played each gamble one at a time and learned
iounterfactual comparisons into hedonic responses Finally ne shoy^ us outcome Then, we elicited their emotional reactions We focus
that choices between risky options can he described as the maximi- here on emotional responses in choiceless contexts In another report,
zation of expected emotional experiences as predicted by decision
we consider emotions that follow from choices (Mellers, Schwaru, &
affect theory That is people choose the risky option for which the\
Ritov, 1997)
I expect to feel better on average
Most theones of decision making treat choice behavior as a cog- DECISION AFFECT THEORY
nitive process, people assess their values, define their goals, and take
actions to achieve those goals But anyone who has ever made an
Emotional expenences are often shaped by counterfactual thinking
important decision knows that what really happens is not that simple
(Baron 1994, Kahneman & Miller, 1986, Roese & Olson, 1995) The
People often base decisions on emotions
importance of counterfactual compansons on hedonic expenences can
Emotions influence decisions in two ways First, emotional states
be illustrated by a story from Kahneman and Tversky (1982) "The
influence decisions, and these effects are well documented (Bower,
winning number in a lottery was 865304 Three individuals compare
I 1981, Camevale & Isen, 1986, Isen & Daubman, 1984, Jams & Mann,
the ticket they hold to the winning number John holds 361204, Mary
1977, Schwarz, 1990, Schwar?, Strack, Kommer, & Wagner, 1987
holds 965304, Peter holds 865305" (p 170) How upset is each of the
, Wnght & Bower, 1992) Second, decisions are lnttuenced by antici-
individuals'' Most people agree that Peter is most upset, although all
1 pated emotions, those people expect to feel about outcomes of deci-
three of them have lost Identical outcomes can produce very different
sions
emotional expenences depending on one's counterfactual compan-
Most theones of decision making are silent about the role of emo-
, tional states or anticipated emotions Jams and Mann (1977) discussed
We propose a theory of emotional expenences that we call deci-
i the role of emotional states in decision making although not m a
sion affect theory Decision affect theory is similar to disappointment
formal way A few other attempts have been made to incorporate
theory, although it is a theory of postdecision affect rather than choice
anticipated emotions mto decisions Savage (1951 1954) proposed a
Consider a gamble with two outcomes, a and b Suppose the gamble
minimax pnnciple that prescnbes selecting the option that minimizes
IS played, and Outcome a occurs According to decision affect theory,
one's maximum regret Although this rule might apply in some con-
the feeling associated with Outcome a is expressed
texu. It IS unlikely that people would focus solely on the worst out-
come to the exclusion of all else
More recently, Loomes and Sugden (1982) and Bell (1982), re-
spectively, incorporated regret into a theory of choice According to
this theory, people adjust their utilities to incorporate anucipated emo-
tions Regret theory captures the anticipated emotional reaction to an where a and b are linear coefficients in a judgment functi n relaung
outcome when one teams that a different choice would have produced an emouonal feeling to a response, u^ and «h are the util ies of the
a better outcome In addition to regret, these theonsts considered the obtained and unobtained outcomes, respectively, and s, is the subjec-
role of disappointment (Bell, 1985, Loomes & Sugden, 1986) Dis- tive probability of Outcome a The g function is called the disappoint-
appointment theory captures the anticipated emotional reaction to an ment function and reflects the companson between what occurred and
outcome when one learns that another state of the world would have what might have occurred under a different state of the world The
function IS weighted by 1 - s,, the probability that something else
would o
Address correspondence to Barbara A Mellers Depanment of Psychology
We report here two expenmenu li which we tested decision affect
Cfuo State University, Columbus OH 43210 e-mail mellers 1 @osu edu E-
theory We then show how choices i ui be predicted from enxMional
rrail may also be sent to Alan Schwartz, alansz@cogsci berkeley edu, and
n ma Ritov ntov@bgumail bgu ac ll expenences
Design I
Fig. 1 Example of a gamble display
Twenty-five gambles were constructed from a probabihty-by-gam
factonal design, with probabilities of 09, 17, 29, 52, and 94 and
EXPERIMENT 1
gains of $5 40, $9 70, $17 50, $31 50, and $56 70 The other outcome
was always zero Another 25 gambles in which gains were converted
Method to losses were also used The two sets were rmxed together and
presented in a random order Each gamble was presented twice to
Instructions and stimuli obtain the emotional response to each outcome All gambles were
Subjects were told that the expenment mvolved nsky decisions presented once before any gamble was repeated
Participants would eam $5 on average, but there was a small chance
that they would win up to $8 or lose up to $6 In the unlikely event that
they lost money, they would be required to do menial tasks in the
Participants
Sixty-seven undergraduates at the University of California, Berke-
laboratory at a rate of $10 an hour to pay off their debts No one
ley, recruited from advertisements around campus, served as subjecLs
refused to participate
Thirty-nine were females, and 28 were males They ranged in age
Subjects were presented with gambles one at a ume They learned
from 18 to 26
the outcome of each gamble and were informed that all outcomes
were real wins or losses They were told that the computer would keep
track of the outcomes, and the grand total, displayed at the end of the
expenment, would determine their final payment Because there were
too many trials for subjects to keep track of their grand totals, they Figure 2 presents mean emotional responses against obtained wins
were all paid $6 No subject appeared to notice or complained about and losses when the unobtained outcome was zero Separate curves
a discrepancy between the final payment and actual total are shown for each probability of the obtained outcome Solid lines
Emotional R-pon-
KObtdned)
nhtrdnAH .
Outcofne-160 -sso -S40 -S30 -S20 -sio y SIO S20 S30 S40
A
-10
-30
-40
-SO
Fig. 2. Emotional responses to gains and losses from Expenment 1 plotted against obtained out-
comes with a separate curve for each probabdity of the obtained outcome Unobtained outcomes
were always zero The spacing between the curves shows the effect of surpnse Dashed lines are
predictions of decision affect theory
B A Mellers et al
RHfWnM
40
30
10
Outcome-t6o -tso -t4o -t30 -tzo -tio l^t'lO «20 t30 t40 tso t«o
^ - 4 8
-30 ^•^^••^^....^^^
-40
P($0)
-SO
Fig. 3 Emotional responses to the outcome of $0 from Expenment I plotted against unobtained
outcomes with a separate curve for each probability of the $0 outcome Slopes of the curves show
disappointinent effects, and spacings between the curves show surpnse effects Dashed curves are
predictions of decision affect theory
are data, and dashed lines are predictions of decision affect theory against unobtained outcomes with separate curves for each probabihty
(discussed later) Not surpnsmgly, the subjects were elated with wins of the $0 outcome Solid lines on the left show positive feelings when
and disappointed with losses subjects avoided a loss, and solid lines on the nght show negative
feelings when subjects missed an opportunity to win Dashed lines are
predictions The slopes of the curves show effects of counterfactual
Effects of surpnse compansons Feelings about the same outcome differed greatly de-
Figure 2 shows that emotional expenences also depend on the pending on what else could have occurred When people avoided a
probability of the obtained outcome Surpnsing wins are more elating loss of $56 70, they were elated to get nothing, but when they missed
than expected wins, and surpnsing losses are more disappointing than an opportunity to win $56 70, they were disappointed with that same
expected losses For example, when people won $56 70 and the prob- outcome
abUity of winning was large (94), they were elated, the average Unobtained outcomes serve as reference points for evaluating ob-
emotional response was 36 But when people won $56 70 and the tained outcomes Holding all else constant, people feel worse about an
probability of winmng was small ( 09), they were even more elated, outcome when the counterfactual outcome is better We call this result
the average response to the same win was 46 Similarly, when people the disappointment effect Slopes of the curves in Figure 3 show that
lost $56 70 and the probability of losing was large, they were disap- disappointinent increases with the difference between obtamed and
pointed But when the probability was small, they were even more unobtained outcomes Moreover, disappointinent is magmfied by the
disappointed Average responses were -35 and -45, respectively ' surpnsingness of the outcome People felt worse about the outcome of
The effects of surpnse are strong enough to make smaller wins $0 when they were expecting a large win than if the win was unlikely
more pleasurable than larger wins For example, an expected win of Conversely, people felt better about the outcome of $0 when they
$9 70 was less elating than a smaller, unexpected win of $5 40 Simi- were expecting a large loss than if loss was unlikely
larly, an expected loss of $31 50 was less disappointing than a smaller, Do these effects also occur when people balance positive feehngs
unexpected loss of $17 50 The majonty of individual subjects about wins against negative feelings about losses'' Expenment 2 an-
showed these patterns swers this question
Fig 4 Emotional responses from Expenment 2 plotted against unobtained outcomes with a separate
curve for each obtained outcome, when the probability of the obtained outcome was 5 Dashed
curves are predictions of decision affect theory
Instructions set, the signs of the outcomes were reversed There were 16 three-
Subjects were told that their payments would be based on both outcome gambles
tasks In the emotions task, they were shown the outcome of each In the emotions task, subjects were presented with each two-
gamble and were told that the computer kept a mnning total of the outcome gamble twice and each three-outcome gamble three times
outcomes In the choice task, subjects were not shown the outcomes The pointer stopped at a different outcome each time In the choice
of the gambles, they were told that the computer would determine the task, subjects were presented with all nondominated pairs of two-
outcomes of chosen gambles and keep a ninning total If the subject outcome gambles Results from the choice task are presented in the
'as indifferent, the computer would randomly select a gamble The General Discussion
im of the totals from the two tasks would be the subject's final
payment Before the expenment began, subjects were told that people Participants
earned $10 on average for the two tasks, but there was a small chance Forty-seven subjects, recruited in the same way as those m Ex-
they would win as much as $15 or lose as much as $8 No one refused penment 1, performed the two tasks There were 35 females and 12
participate, and all subjects were paid $12 males Their ages ranged from 18 to 27
Instructions in the emotions task were identical to those in Expen-
ment 1 In the choice task, subjects were told to choose the gamble Results
they preferred to play by pressing one of three computer keys To play Figure 4 presents emotional responses to gambles when neither the
the left or the nght gamble, they pressed a key on the left or the nght, obtained nor the unobtained outcome was zero Curves represent
respectively If they were indifferent, they pressed a key in the middle different obtained outcomes, unobtained outcomes are on the abscissa
Subjects performed the tasks approximately 3 days apart, and task The probability of the obtained outcome is 5 This figure shows the
order was counterbalanced simultaneous effects of both outcomes, the spacings between the
curves represent the effect of obtained outcomes, and the changes in
the slopes of the curves show the effect of unobtained outcomes
Design People were less sensitive to the magnitude of the difference between
Forty-five two-outcome gambles were constructed from a gamble- obtained and unobtained outcomes with these gambles than with those
by-probability factonal design Gambles had two outcomes from the in Expenment 1 Instead, they felt simply elated if their outcome was
set -$32, -$16, - $ 8 , $8, $16, and $32, and the probabilities of Out- the better of the two and disappointed if it was the worse ^
: 1 were 2, 5, and 8 Only gambles for which Outcome 1 was
better than Outcome 2 were included Two sets of three-outcome 2 The conunuous disappointment effects in Figure 3 and the dichotomous
gambles were also used In one set. Outcome 1 was $20, Outcome 2 effects in Figure 4 could arise if people place greater attention on the unob
was $4 or $40, and Outcome 3 was - $ 8 , $8, $16, or $32 Prtjbabilities tained outcome when they receive $0 than when they receive a nonzero out
(f Outcomes 1, 2, and 3 were 1, 4, and 5 respectively In the other
BA Mellersetal
were 29 and -41 for two-outcome gambles and 8 and - 1 5 for three- The subjective expected pleasure of the gamble becomes
outcome gambles That is, the effect of disappointment was larger
than that of elation, receiving the worse outcome had greater impact %*{a*K + l - sj] -1- b) -t- (1 - sj*
than receiving the better outcome In sum, decision affect theory ga'
an excellent account of the emotional expenence associated with the
outcome of a gamble
vhich can be rewntten as
GENERAL DISCUSSION
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