Emotion and emotion are two closely related concepts. The Concise Oxford English Dictionary defines emotion as: "Emotion is an emotion or emotion different from cognition or will." Obviously, when we use the concept of emotion, it always has a meaning, which refers to personal and subjective emotions. As far as the activities of the human brain are concerned, emotions and emotions are the psychological forms of the same material process, and they are two sides or two focuses of the same thing. In this sense, people often use the concepts of emotion and emotion in the same sense indiscriminately.
However, these two concepts still have irreplaceable contents.
British philosopher G Ryle pointed out: "Emotion is said to be surging in the stream of consciousness. People with emotions can't avoid showing their emotions directly, but for external witnesses, emotions must be hidden. Emotion is not an event that happens in the open physical world, but something that happens in the secret psychological world of you and me. " [1] This is because emotion is the experience of people's attitude towards objective things. Different from cognitive activities, emotions have unique subjective experience forms (such as joy, anger, sadness and fear), external expressions (such as facial expressions) and unique physiological basis (such as specific activities in subcortical parts). American psychologist C.Izard believes that the definition of emotion must consider three parameters: physiological basis, expressive behavior and subjective experience. Emotion is related to the needs of organisms, and it has obvious biological adaptability value in racial occurrence; Emotion is also developed by organisms in social environment, especially in interpersonal communication, which has strong sociality. Therefore, people not only have emotional experience in the biological sense (such as unpleasant emotions caused by pain), but also have advanced emotions or social emotions in the social and cultural sense (such as moral sense and aesthetic feeling). Emotion affects all aspects of people's psychological life and runs through all people's communicative behaviors.
The word "love" contains a word "love", which means feeling, feeling; It also includes a word "emotion", which has an emotional solution different from feeling. It can be seen that emotion, as a category of emotional reflection, focuses on expressing the feelings of emotional process, that is, the subjective experience of emotional process. K.Pribram, an American psychologist, pointed out that human experience and feelings play an important role in evaluating and supervising the ongoing cognitive process. If we say that emotions focus on the process of expressing emotions, focusing on the external manifestations of emotional processes and their measurable aspects, then emotions are often used when describing people's advanced social activities.
Emotion and emotion are the process of mutual compounding of external environmental stimuli and internal physiological conditions. As far as the subject system is concerned, they include three interrelated parts: neural activity, facial gesture activity and subjective internal experience. There are two important auxiliary systems: reticular activation system, which amplifies or weakens emotions; Visceral system, which prepares places for emotions and emotions and maintains their activities. The general process of emotion and emotion usually interacts with cognitive system and behavioral action system in an integrated way, and the occurrence of human specific behavior depends on the balance between them. It should be pointed out that emotions and emotions are not simple forms of psychological experience, and their activation and initiation are closely related to social factors. In the final analysis, the emotional and emotional differences of people with different personalities are caused by social environment. There are many social factors that affect emotions and emotions, such as social atmosphere, cultural traditions, customs, religious beliefs, political attitudes, interpersonal relationships, living conditions and so on. Therefore, we should examine people's emotions and emotional problems from the perspective of social life.
There are some differences among scholars about the irrational identification of emotion-emotion. Most people have no doubt about the irrational factor of emotion-emotional closeness. However, some people think that emotion cannot be completely classified as irrational factors, and only an instinctive reaction based on unconditional reflection will produce various manifestations such as joy, anger, dryness, rejection, acceptance and desire, which can be called irrationality. Others believe that any kind of emotion is neither pure irrationality nor pure rationality, but the unity of rationality and irrationality. In my humble opinion, before correctly identifying this issue, we need to clarify two issues: First, there should be two different perspectives to understand the analysis of abstract factors and the activities of concrete factors. As far as the specific activities of the human mental system are concerned, the elements and factors in any system are the unity of the interaction between rationality and irrationality. We cannot say that people's feelings are completely rational at this moment, nor can we say that people's feelings are completely irrational at this moment. In this case, why should we distinguish between rational factors and irrational factors in theoretical research? In my opinion, the abstraction of theory is indispensable in the stage of intellectual analysis, that is, the stipulation of objectivity confirms a certain concept interval, thus making the understanding reach a relatively stable and clear state. As far as the nature of the factor itself is concerned, emotion-emotion belongs to irrational factors, because it is a psychological experience, without too many conceptual thinking and cognitive processes, related to human physiological and psychological mechanisms, and without any rational logic. As far as the activity of factors is concerned, it is inseparable from the intervention of human cognitive factors, because the psychological system of real people cannot be mechanically dismembered into the movement of a certain factor or factor fragment under specific time and space conditions, and the activity of the psychological system is extremely complex and the system is sympathetic and interactive. Second, even in concrete real life, people's emotions are sometimes manifested as advanced thinking emotions, such as aesthetic feeling, moral sense, sense of justice and sublimity. And they should not be completely expressed as rational emotions. Although these emotions are mixed with rational factors, their manifestations are still irrational. After all, emotional expression is different from rational cognitive expression.
The irrational characteristics of emotion-emotion are as follows: 1. Disorder. Emotion-Emotional disorders are caused by behaviors with extremely high or low energy levels. Emotion includes how we feel and how to deal with the expected situation. Expectations can be positive or negative. If the subject's desire is blocked, there will be anger or fear. Psychologists believe that this emotional state must include changes in energy levels. Excitement represents high energy level, and depression represents low energy level. It should be pointed out that emotional disorder is not caused by the role of emotions. Because this disorder can also be found when the energy level has not reached the emotional state. The second is volatility. People's emotions-emotions are always in a state of constant change, sometimes low, sometimes impulsive, sometimes peaceful, sometimes violent. The fluctuation of emotions mainly comes from the fact that emotions, as the most direct instinctive reflex function in people's psychological system, are the initial form of psychological feelings caused by external stimuli. Accepted by human senses, it also transmits, "digests" and reflects external stimulus signals through the senses. Emotion always fluctuates with the change of external stimulus signals, so it is difficult for us to accurately analyze and grasp the main emotion-emotional state parameters. The third is sudden. Because the change of emotion is influenced by the mirror image of the external environment, it is difficult to predict the launch of emotion. In addition, the emotional process is a psychological experience process, and one can be compatible with several different or even opposite emotional forms at the same time, because the explicit emotional forms always cover up the emotional content of various direction vectors contained in the depths of the soul. Once the form is replaced by a potential form (which can often be done in an instant), this change is sudden to anyone else's memory. Economists pay little attention to the relationship between people's emotions, emotions and markets. Many people hold such a prejudice: studying the behavior of market subjects from the perspective of emotions is "just a method of' personification' and a poison that corrodes the political economy. In fact, if we want to understand in the sense of inner feelings, we are personalized. In other sciences, this personification is astrology, alchemy and vitalism. That is to say, astrologers, alchemists and vitalists describe themselves with their feelings, will, wisdom and rationality-in short, with his ideal model-instead of observing sports and asking them why they exercise like this, instead of just asking them how and how much they exercise, as astronomers, chemists and biologists later asked. " [2] Obviously, theorists' understanding of economic methods seems to be limited to the process description and quantification of market movements. As for the self-deepening factors of market players, the impact on the market can be ignored.
However, there are also a few theorists who are interested in emotion and market. Maurice Obadia, a researcher called "Emotional Economics" by the famous French economist Paul Alber, once wrote the book "Economics without spending money-Introduction to Relationship Economics". [3] As far as the paradigm of theoretical research is concerned, Max Weber seems to pay more attention to the relationship between emotion and market behavior, emotional factors and economists' research methods.
In Weber's view, the research object of economists is not mechanical bodies or organisms, but people. These economic subjects are both subjective and dominated by the environment. Their emotions, motives, pains and happiness are subjective, while their transactions with others are dominated by the environment. In order to understand their real activities in economic research, researchers must not only measure the market activities themselves or their results, but also "put themselves in the shoes" to study the spiritual factors, especially the emotional factors, of the behavioral subjects under specific time and space conditions. In natural science, people only ask questions such as "how", "what" and "how much". However, in economic science, it is very important to understand the question of "why", because what we need is to understand the motivation that works and the reasons why people do that. People's action of buying goods when there are many goods is not as urgent as when there are few goods, because it is in line with our own experience of emotional changes in the same situation. If we really want to understand why people do that, we must study the function of this emotion. Economics should be based on the analysis of people's emotional function. This is the "historical consciousness" that economists must have: to start research, we must create a mental image, which not only shows how people act, but also shows why they act under special circumstances of their choice. Only this "historical consciousness" can explain the economic behavior of market actors, not only in the past, but also in circumstances different from his own. We can't put ourselves in the position of a machine or an organism to understand why we do that, because it lacks the same emotions as ourselves. Weber attaches so much importance to people's emotional factors because he divides people's basic behavior orientation into four types: purpose rational behavior, value rational behavior, emotional behavior and traditional behavior. [4] The so-called emotional behavior refers to the behavior initiated under the fluctuation of a certain emotional state. Located at the boundary between conscious behavior and unconscious behavior. In Weber's view, emotional behavior and traditional behavior are only an explanatory schema of conceptual types, aiming at explaining that through the application of rational types, it is necessary to measure the degree of irrational deviation in order to achieve the best analysis of society.
American economist George Cassona [5] devoted himself to the study of market consumption behavior. Influenced by the behavior pattern of Gestalt Psychology, especially the behavior pattern explained by Kurt Levin, he put forward the theory of "consumer sentiment index". He believes that market behavior, as a function of living space, is determined by the interaction between personality and environment (C=F(P, s)). In his view, market buying behavior not only depends on the buyer's economic situation, available funds and financial resources, but also depends on his psychological mood and his feelings about the situation, which constitute the characteristics of economic personality. This feeling (optimism or pessimism) is shared by most people, and it affects people's decision to shop, save or invest. In order to obtain consumers' expectations, in Werner Lide's words, it is "a subjective concept of the future with emotional color". Cassona formulated consumers' emotional indicators according to the aggregation technology. He completed it on the basis of a lot of market research. There are eight items in the questionnaire, and each item has a question to answer: "Why?" The survey asked respondents to indicate whether he thought his situation had improved in the past year, whether he thought his situation would further improve next year or even five years later, and whether it was timely to buy a commodity now. In the calculation of the survey results, Kathona uses the arithmetic symbols of emotional consumption attitude as much as possible, such as using (++; Or =+ or-+) indicates the optimism of consumers, with (+-; =-; Even-) indicates pessimism, and (+=; = =) indicates caution. The percentage is calculated according to the total number of answers, so from his situation, it helps to better understand the consumption personality of market research objects. According to some data, the statistics made by people in 10 years seem to have confirmed the view that the subjective orientation of these emotional indicators dominates the specific market behavior. As long as it takes six months to 1 year, it can be predicted: between 1973 and 1974, and between/kloc-0. As shown in the figure below, Kathona's consumer sentiment index in 198 1 shows that the change of consumer sentiment index is consistent with the economic recession in the United States in recent 30 years. Therefore, some economists believe that the schema of Cassona's emotional indicators can be used as an alarm to indicate the business cycle changes in the market.
You can also quote valuable ideas like Max Weber and Cassona, such as Simon's exposition on "intuition and emotion" in modern decision-making theory, the concept of "emotion" in Mayo's "social man hypothesis" theory, and Douglas McGregor's exposition on "rational man and emotional man". I won't go into details here. Next, we will further discuss the relationship between emotion and market actors, the role of emotion in the process of market operation, and the evaluation of the influence of emotion in the current development period of China's primary market.
1. Emotion-the relationship between emotion and market participants
This problem involves the human nature of the market and the emotional characteristics of behavior. In the second volume of On Human Nature, economist and philosopher Hume profoundly revealed the human nature reasons why economic actors keep following the accumulation of wealth. He said: "The essence of wealth lies in being able to get happiness and comfort in life. The essence of this ability lies in its possibility, which enables us to predict the real existence of that kind of happiness through a true or false reasoning. This expectation of happiness itself is a great happiness; Since the reason for this happiness is what we enjoy, it is also related to us. We can clearly see here that all parts of the previous system (referring to the expression of emotion in the spiritual perception of human nature-introduction note) are very accurate and clear. " [6] Hume has actually clearly pointed out that one of the reasons for human pursuit of wealth lies in the role of indelible emotions and emotional factors in human nature.
Emotion-emotional components, from the perspective of market actors, are the feelings, experiences and moods of the actors towards the attitude objects, and the emotional responses of the subjects caused by the objects. Manufacturers' choice of a product project, investors' positioning of an investment object, marketers' promotion of a commodity brand, consumers' concept of holding a consumer product and so on. , are inseparable from their emotional attitude towards the object. In the market, the advertising function of various media is actually to guide consumers, investors and marketers' feelings and moods about a commodity or a project. Attitude objects stimulate the subject and make people get emotional experience: like or dislike, respect or despise, love or hate, sympathy or indifference, etc. It is a primary part of people's market decision-making, and it will also stimulate various motives and interests of market subjects. Emotion-Emotional components show that the market actors' love or dislike of the market operation objects has a certain intensity and direction. If emotion reflects a positive feeling, it may cause good reactions from consumers, investors and marketers, while if it reflects a negative feeling, it will have a very adverse impact on manufacturers. Therefore, understanding the emotions of market actors (including individual emotions and group emotions) will provide very important significance for determining the goals and trends of market operation.
In the market, it is difficult for us to distinguish between two kinds of people: one seems to be a "rational person", who can use logical reasoning, have complete information and be good at accurate calculation, and can draw purely objective conclusions. The other is an "emotional person", who lacks rationality, is emotional, despises facts and is highly biased. In fact, it is impossible for any market actor to absolutely divide himself into "rational person" or "emotional person". Some people say that people's rational belief can completely eliminate people's emotional factors. When you make market decisions, you just have to abide by the following principles: "Don't bring personal factors into the problem", "Just consider the facts" and "Calm down and consider the problem objectively". Then, you can eliminate the influence of psychological fear, will, anxiety, hostility and aggression on your thoughts and behaviors.
However, this approach is challenged by the theories of psychology and behavioral science.
Researchers believe that a person's behavior, whether thinking, analyzing, reasoning, trading with others, or engaging in business negotiations, is inevitably influenced by emotions-emotional factors. Psychologist McDougall William pointed out that all purposeful behaviors are determined by people's complex emotions. Duffy further explained that all actions are motivated. Without motivation, there is no action, and emotion represents the extreme motivation-energy. American scholar Yang pointed out that human behavior cannot be separated from human feelings. When an organism tends to act, there is a positive central emotional process at work. The function of emotional process is to generate motivation and influence behavior. In fact, people's behavior follows the following principles: first, stimulation causes feelings and produces feelings. Second, emotional awakening makes the body close to or leave the stimulus. Third, the emotional process leads to motivation. Fourth, the intensity of motivation is related to all aspects of feelings (such as persistence, intensity, frequency and freshness). Fifth, the emotional process plays a regulatory role by influencing choices. Sixth, the organizational pattern from the activation of positive feelings to the activation of negative feelings is the ultimate principle followed by a wide range of neurobehavioral patterns.
From the perspective of consumer behavior, emotion-emotion is the consumer's evaluation and behavior tendency of an object commodity, and it is also the psychological preparation state of personal behavior. If consumers can get some satisfaction from buying a certain commodity, they have a high evaluation of the commodity and have a tendency to take the initiative to buy it, this is the consumer's consumption emotion for the commodity, and the commodity is the object of emotion. Emotion, as a psychological preparation state of individual behavior, is an internal psychological motivation, which activates individuals to take corresponding actions and act on objects. The behaviorist Fishbin once put forward a multi-attribute attitude-emotion model, which clearly revealed the internal relationship between emotion and behavior. See the figure below:
Note:-Influence-Feedback
In Fichibin's view, consumers' feelings (attitudes) towards goods are based on their beliefs about this kind of goods, and there are also consumers' intentions to conduct various behaviors, and consumers' intentions are also related to their corresponding behaviors. On the other hand, consumers' behavior reacts on consumers' beliefs. Once an emotion (attitude) towards goods is formed, it will affect the formation of new beliefs. Fichibin further put forward the following formula for consumers' emotions (attitudes):
ordinary
Ab=∑WiBib
i= 1
Where: AB = consumer's emotion (attitude) towards specific brand B.
Wi = the importance of brand attribute I that consumers think.
Bib= = consumer's evaluation belief on brand B attribute I.
N = the number of important attributes that consumers consider when choosing a specific brand.
Fishbin's model tells us that although people's emotional response is sometimes unconscious, it is closely related to people's behavior. People's explicit behavior can not be separated from personal intention, which is directly driven by consumers' emotions (attitudes). Without emotion, there would be no consumption behavior.
It should be pointed out that the leading role of emotion in people's market behavior is not "alone" and is not subject to any rational constraints and control. Fichibin's model, on the one hand, emphasizes the influence of people's emotional factors on explicit behavior, on the other hand, it does not regard emotional factors as the ultimate factor driven by behavior, and people's emotional attitude depends on the domination of beliefs. Belief often runs through people's practical activities in the form of purpose and motivation, and is combined with emotion and will to form a stable concept consciousness and dominate people's actions. As we all know, people's belief, in the final analysis, is nothing more than people's inner conviction of the correctness of rational understanding and practical behavior. Rationality cannot be equated with belief, but rationality plays a very important role in belief. Emphasizing that rationality cannot cancel the emotional factors in behavior decision-making does not mean that rationality has no control over emotional factors. In fact, market actors can still control people's emotions and emotions by mastering the rational logic of the market, thus achieving the role of controlling behavior. This process is a process of discovering the existence of emotions and alleviating emotional obstacles in rational decision-making, and it is also a process of transforming negative emotions into positive emotions. In the stock exchange, the government has the responsibility to adjust the unhealthy trading mood of traders through the rational principle of trading, so as to maintain positive investment mood and produce standardized trading behavior. Generally speaking, the normative mechanism of market operation requires all people who participate in market competition or engage in consumer behavior to suppress or weaken their emotions as much as possible: hostility, confrontation, resistance, anti-competition, contempt, non-cooperation, disloyalty, treachery and so on. In addition, there are emotional forces related to psychology, such as vicious, selfish, immature, unreasonable behavior and so on.
2. Emotion-the role of emotion in the process of market operation.
First, emotions-emotions can affect and regulate the cognitive process of the market.
Market information is always selected and processed through the perception and memory of market actors. Emotion-Emotion is a monitoring organization that always pays attention to the flow of information. It can promote or prevent the occurrence of market behavior and the process of market operation. This is because emotions-the unchangeable psychology formed by emotional experience or the current psychological environment-all play a coordinating role in the information processing of the market. According to emotion-emotion adaptability, help market actors choose information to adapt to the environment and control their behavior to change the environment. When an investor's various conditions are basically mature, his good mood may bring a good investment mentality. The combination of a good mood and a good external image greatly increases the trust of others in investors, shortens the psychological distance brought by strangeness and helps to strengthen the sense of cooperation. In project decision-making, we can often achieve the effect of broad thinking, quick thinking and decisive decision-making. When investors are in extreme fear, depression and depression, their investment mentality is often very bad. It is possible that in investment negotiations, people are too obsessed with details, artificially create obstacles, and even lead to the interruption of negotiations, which is not conducive to the success of the project. Of course, the reaction of being blocked in thinking and slow in operation is obvious. The word "fear" here only refers to fear of losing. If investors are too worried about the return on investment, then the fear of loss will often affect investors' market analysis and rational judgment, and the result is often "continuous interruption, but disaster."
When investors are in a state of excessive impulse and passion, they are often prone to abnormal thinking or behavior. On the one hand, passion helps to break through the inertia of thinking, broaden the space of investment intention and shorten the time of investment decision-making, help to mobilize all positive factors involved in market investment in a short time, and remove some obstacles in investment environment and investment conditions. Lasting and fiery passion can even inspire enough energy to complete the expected investment projects. On the other hand, impulsive emotions can easily lead to unstable decision-making, rough calculation, operational errors and increased risk coefficient.
Secondly, emotion-emotion can coordinate market communication and interpersonal relationship, and improve the work efficiency of economic people. In the market economy, the relationship among people, material and spirit is extremely complicated and diverse. Emotion-Emotion is often at the forefront of people's market activities, and emotional factors play a very important psychological role in coordinating the relationship between people and things and people. As we all know, market players always communicate with other economic people with certain emotions. Emotion is the basic living state of subjects, without which there is no communication between subjects. The subject's emotion indirectly affects its own ability to participate in market competition through its influence on its communication effect. From the psychological point of view, communication is the existence of language communication first, however, emotion plays no less important role in communication than language. The two complement each other and are indispensable. Emotion-Emotion always achieves the effect of mutual understanding and communication between people through the intermediary of expressions. It can establish emotional ties for economic entities to cooperate with each other and timely transmit market information known to each other. It can also identify the uncertain market environment and traders' attitudes for economic people. People often say that emotions-emotions are "lubricants", and it is this truth to pay attention to "being born once and being cooked twice" in business. For manufacturers, it is helpful to improve production efficiency to coordinate the interpersonal relationship between enterprises and employees and employees from the emotional-emotional aspect. In enterprises, emotion-emotion is a function of employees' satisfaction as human beings. The higher the satisfaction, the higher the employee's mood, the higher the mood and the higher the production efficiency. The employee's satisfaction depends on two factors: first, the employee's personal situation, that is, his personal attitude and emotion formed by his personal history, family life and social life; The second is the working environment, that is, the emotional atmosphere and interpersonal relationship formed by employees' contact with colleagues and superiors in the working environment. A competent modern enterprise manager should have two skills: technical and economic skills and interpersonal skills. The former is the logic of enterprise efficiency, and the latter is the logic of satisfying employees' feelings. Learning the skills of emotion-emotion logic can keep a balance between the economic needs of formal organizations and the social needs of informal organizations. Balance is the key to achieve high efficiency under certain conditions. Workers gain recognition, security and satisfaction from others through social institutions, so as to voluntarily cooperate to achieve enterprise goals. Learning the skills of emotion-emotion logic makes it possible to shorten the visual distance between the maximization goal of manufacturers and the maximization goal of employees.
Thirdly, emotion-emotion has an important influence on the cognitive motivation, value orientation and objective choice of market participants. First of all, emotion-emotion can affect the cognitive motivation of field actors by amplifying or weakening the needs of the subject. Economic man's activities are always driven by his own needs, however, people's needs always produce and change in a certain emotional state. The need for emotional production and change is bound to be influenced by emotions at that time. In Chinese mainland in the 1990s, there were stock fever, bond fever, real estate fever, land lease fever, futures fever, foreign exchange fever and so on. Followed by. Among many investors, some people have changed several investment forms within one year, and the change of their demand forms is closely related to the influence of market investment sentiment fluctuation. Modern psychological research shows that when the subject is engaged in cognitive activities of the object driven by a certain need, if necessary,