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Navigating the Uncharted Waters: An Emotional Engineering Approach to Decision Making

[+] Author Affiliations
Shuichi Fukuda

Stanford University, Stanford, CA

Paper No. DETC2012-70830, pp. 621-626; 6 pages
  • ASME 2012 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference
  • Volume 2: 32nd Computers and Information in Engineering Conference, Parts A and B
  • Chicago, Illinois, USA, August 12–15, 2012
  • Conference Sponsors: Design Engineering Division, Computers and Information in Engineering Division
  • ISBN: 978-0-7918-4501-1
  • Copyright © 2012 by ASME


Although there are many approaches to decision making, most of them are tools for the Closed World, and you can make decisions before you sail out. But the world we are living in now is an Open World, where there is no chart. We have to make decisions while we are navigating. Economists, Simon and Keynes, say that in a Closed World economic agents make decisions rationally, but in an Open World they rely on emotion.

This paper describes that by introducing directed graph and declarative programming techniques, we can simulate emotion-driven decision making. This approach has several advantages. One important one is we can introduce emotion into quality function deployment. Quality is not just function requirements. Quality is nothing other than customers’ expectations. And emotions are closely related to their expectations and satisfactions. Another advantage is that as engineering needs more and more diverse pieces of knowledge, it is becoming increasingly difficult to see the whole picture. But this approach permits decision making in your own way and still meeting customers’ expectations adequately.

Copyright © 2012 by ASME



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