Arousal and Post Decision Processes: Effects of Experimentally Manipulated Arousal on Differentiation and Consolidation Processes

Abstract: This study investigates experimentally manipulated arousal influence on post decision consolidation processes within the theoretical framework of the differentiation and consolidation theory of human decision making (Svensson, 1992). Fifty-six university students participated in the experiment. Instructional manipulation of participants’ level of arousal was used. A multi-attribute decision task concerning a choice between two apartments was used. One week later the participants had to recall the task. Heart rates were measured using a heart rate meter, and current mood assessed using a questionnaire (Lewinsohn & Mano, 1993). Results of the arousal manipulation were not found, nor any consolidation effect (F-test, alpha=.05). No importance reversals of alternative attributes occurred. Interaction effects between commitment, activation level, level of arousal, conflict and ability to recall variables were not found (Tukey’s HSD, alpha=.05). The conclusion was that predictions failed due to too weak a manipulation of arousal. Implications for future research were discussed.