Impact and Aesthetics

In the realm of decision-making, emotions play a significant role, acting as a guiding force that influences our choices. This concept is not merely theoretical; it has been extensively studied by psychologists and neuroscientists to understand the intricacies of human decision-making.

In 2015, a notable observation was made concerning major e-commerce websites in the US. Only 16% of these platforms provided a satisfactory filtering experience, which could potentially impact the shopping experience and decision-making process for consumers.

The affective system, often likened to an inner child, is responsible for processing information to help discern between useful and useless things. This system operates both consciously and subconsciously, and is often referred to as the judgmental system. It is this system that influences a user's or consumer's thought processes, as performance often suffers when one feels uncomfortable, fearful, depressed, or experiencing negative emotions.

The colors of shoes, for instance, are considered in purchasing decisions, indicating the involvement of the affective system. If a pair of shoes is attractive, it is more likely to be chosen, a concept that Donald A. Norman, author of the 2005 book "Emotional Design: Why We Love (or Hate) Everyday Things," has emphasised.

However, the affective system can also influence purchasing decisions in a way that may not always be beneficial. It can potentially lead people to buy things they cannot afford, highlighting the importance of self-control and financial management.

On the positive side, positive emotions can help improve performance or the user experience. For example, if a shopping website is easy to navigate, aesthetically pleasing, and offers a seamless user experience, it can foster a sense of comfort and satisfaction, enabling the cognitive system to make well-reasoned decisions.

The best shoe-selling websites allow users to apply a range of criteria when searching for shoes, catering to the needs of the affective system, which requires things to look nice, feel nice, and make one happy.

In understanding the interplay between the affective and cognitive systems, it is crucial to ensure negative aspects of viewing, using, and experiencing products are taken care of to limit their impact on decision-making and user experience. After all, a comfortable inner child leads to rational decisions, making for a more satisfying shopping experience.