"If you go to the casinos, people are wearing skimpy costumes, they're giving you free alcohol, there are bells and lights and things like that, which don't necessarily seem related to the odds of the gambling," Knutson said. "But these are cues that might activate brain regions that encourage risk-taking and therefore get people to gamble more."
So does draping a seductive woman over the hood of a car in an advertisement really help sell that car?
"Well, yes and no," Knutson said. "It may work sometimes under some conditions."
"Our trials are happening relatively fast, changing on a second-to-second basis," he noted. "We're forcing people to immediately make a decision, and the emotional stimuli appear in close temporal proximity to the decision itself.
KEYPOINT: "If you have these kinds of appeals, you'd better make it easy for people to make an immediate decision. You should put them under time pressure," he said.
Knutson emphasized that there is still ample work to be done in deciphering the effects of emotional stimuli on behavior. He plans to study women's responses in the future, as well as to examine other types of emotional stimuli. He also intends to examine the influence of time, to see how transient or lasting the influences of various emotional stimuli might prove to be.
Just the Beginning...
"This is just a first step," he said. "It's an existence proof that some irrelevant emotional stimuli can influence some immediate financial decisions and that we can track down one brain basis for this influence."
In addition to Knutson and Kuhnen, the co-authors of the NeuroReport paper are G. Elliott Wimmer, formerly of Stanford University, and Piotr Winkielman of the University of California-San Diego.
Adapted from materials provided by Stanford University.
Stanford University (2008, April 3). "Irrelevant Image Of Attractive Woman Can Make A Man More Willing To Take Big Financial Risks." ScienceDaily. Retrieved April 3, 2008, from http://www.sciencedaily.com; /releases/2008/04/080403104433.htm
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