Moral Cognitive Decision-Making

1192 Words 5 Pages
2.2 Behavioral sciences
In several occasions during the first part of this essay it the importance to appeal to the emotional thinking of the decision maker was mentioned. This sounds like a fundament that lacks technical rigor if not corny. To better develop this point, I permit myself to quote the work of Benton (2009):
[An] emerging field, moral cognitive neuro-science, provides us with additional insight into the human decision making process. The roles of deliberation, affect and emotion are highlighted through this research […which] is in direct opposition to the classical Cartesian view of decision-making as a reasoned, emotion-free process. By using brain imaging… researchers have determined that two clear neural processes, cognitive
…show more content…
This sounds like a fundament that lacks of technical rigor if not corny. But research on moral cognitive neuro-science have determined that two clear neural processes, cognitive and affective, are involved in decision making. Hence, in the quest for the inducements that can cause change in the behavior, I am interested not only on the rational construction cause-effect but also on the sentimental assimilation of the message. It has been demonstrated, for example, that the preferences of individuals can be influenced by the way the case to be decided is formulated. Accordingly, to improve the quality of decisions a decision-maker should focus on future experiences and ask “What will I feel then?” rather than “What do I want now?” The former question, when answered with care, can be a more useful guide in difficult …show more content…
The best example is the study of the warning labels on the packages of tobacco that guided the design of Figure 1. Those researches, not exempt of recent critics, range from the support or rejection of the regulation, to the proposals for more efficient deterrence effect.
In his report to the Directorate General for Health and Consumers of the European Commission, Sambrook Research International (2009) stresses six principles, from which the first two we can extract

Related Documents