Lowenstein (2000): Emotion and visceral factors

Lowenstein (2000) explicates the important role of emotion and visceral factors in decision-making. He states that these "gut-level" instincts are often more powerful than rational processes and can have a great influence on decision-making. Lowenstein argues that emotions such as fear and regret can be more powerful motivators than monetary rewards and losses, driving people to make decisions that they may not have otherwise chosen. He additionally notes that these visceral feelings deeply influence our attitudes and perceptions towards certain decisions and can lead to very different outcomes than if an individual had logically evaluated the alternatives. Thus, Lowenstein suggests that understanding these emotional and visceral influences is essential for understanding how decisions are ultimately made.