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Concept
Emotional choice theory
Summary
Emotional choice theory (also referred to as the "logic of affect") is a social scientific action model to explain human decision-making. Its foundation was laid in Robin Markwica’s monograph Emotional Choices published by Oxford University Press in 2018. It is considered an alternative model to rational choice theory and constructivist perspectives.
Markwica suggests that political and social scientists have generally employed two main action models to explain human decision-making: On the one hand, rational choice theory (also referred to as the "logic of consequences") views people as homo economicus and assumes that they make decisions to maximize benefit and to minimize cost. On the other hand, a constructivist perspective (also known as the "logic of appropriateness") regards people as homo sociologicus, who behave according to their social norms and identities. According to Markwica, recent research in neuroscience and psychology, however, shows that decision-making can be strongly influenced by emotion. Drawing on these insights, he develops "emotional choice theory," which conceptualizes decision-makers as homo emotionalis – "emotional, social, and physiological beings whose emotions connect them to, and separate them from, significant others."
Emotional choice theory posits that individual-level decision-making is shaped in significant ways by the interplay between people’s norms, emotions, and identities. While norms and identities are important long-term factors in the decision process, emotions function as short-term, essential motivators for change. These motivators kick in when persons detect events in the environment that they deem relevant to a need, goal, value, or concern.
Markwica contends that rational choice theory and constructivist approaches generally ignore the role of affect and emotion in decision-making. They typically treat choice selection as a conscious and reflective process based on thoughts and beliefs.
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