Man's decisions are the product of his emotions.

Probably, everyone faced a situation where, having securely established facts and reinforced concrete arguments, we still cannot convince the interlocutor that they are right. Why it happens?

When people sit down at the negotiating table, they use logic to get their opponents the desired solution. However, very often such an approach is doomed to failure, because, as new research shows, the decision-making process is based on emotions, and not on rational thinking.

Recently neuroscientist Antonio Damasio made a discovery. Studying patients with damaged parts of the brain responsible for emotions, Damasio discovered an important feature of these people - they lost their ability to make decisions. Even a simple choice baffled them - patients could not decide on what to eat for lunch: chicken or turkey. Since an infinite number of rational arguments can be made in favor of one and another dish, the patients were paralyzed by the need to choose. As it turned out, emotions are simply necessary for people to make decisions. Even when the choice is based on logical arguments, feelings are still behind them.

Damasio's discovery is of great importance for the theory of negotiation. The participants in the dialogue, who are building their strategy on the basis of logic, actually have weak positions, since they do not take into account the emotional outlook on the issue from opponents. A good negotiator must read and predict the emotions of the interlocutor, and also understand that the other party makes decisions appropriate to her wishes.

For success in the negotiations should not decide for other participants that is better for them. It is much more profitable to open up opportunities for opponents to satisfy their desires. In any case, their decisions will be based on emotions and (in a good sense of the word) greed.

If the negotiator finds a way to find out what the reasons for the dissatisfaction of the opponents are or what their real desires are, he will be able to offer them the most effective solution. Partners and even enemies will agree with you only when they feel that this will really benefit them.

The article is based on materials https://hi-news.ru/research-development/resheniya-cheloveka-produkt-ego-emocij.html.