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<p>Suppressing emotions and making calm, objective judgments are generally believed to be the best ways to make decisions. However, recent research has revealed that “emotional ambivalence,” which involves the coexistence of positive and negative emotions, contributes to creativity. Dual-process theory, which divides human thought processes into System 1 and System 2, classifies emotional thinking as System 1; however, this framework overlooks the creativity-enhancing potential of emotions in facilitating decision-making. This paper proposes a new approach to thinking that appropriately leverages emotions to facilitate decision-making, called System 3. This study does not argue against using System 2 for important business or organizational decisions. However, to increase creativity and generate innovation, it would be more beneficial to first expand one’s perspective and ideas through emotional thinking (System 3) than to make deliberate and calm decisions in System 2 from the outset. This study does not recommend making decisions solely based on emotions, but rather using emotions to expand perspectives and ideas, and then applying the resulting insights to a rational System 2 decision.</p>

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Emotion as a Catalyst for Creativity in Decision-Making: Proposing System 3 Thinking as an Extension to Dual-Process Theory

  • 期刊论文

  • 发表日期：

    2025年9月1日

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  • Ryota Matsui

摘要

Suppressing emotions and making calm, objective judgments are generally believed to be the best ways to make decisions. However, recent research has revealed that “emotional ambivalence,” which involves the coexistence of positive and negative emotions, contributes to creativity. Dual-process theory, which divides human thought processes into System 1 and System 2, classifies emotional thinking as System 1; however, this framework overlooks the creativity-enhancing potential of emotions in facilitating decision-making. This paper proposes a new approach to thinking that appropriately leverages emotions to facilitate decision-making, called System 3. This study does not argue against using System 2 for important business or organizational decisions. However, to increase creativity and generate innovation, it would be more beneficial to first expand one’s perspective and ideas through emotional thinking (System 3) than to make deliberate and calm decisions in System 2 from the outset. This study does not recommend making decisions solely based on emotions, but rather using emotions to expand perspectives and ideas, and then applying the resulting insights to a rational System 2 decision.