Decision Making / 1 / 1.5 / 1.5.2

1.5.2 ‘Gut Feeling’ In Human Decision Making

Heuristics are fundamental to our decision making, so much so that invoking them can be quite automatically. This can lead to decisions on the basis of ‘gut feeling’ or intuition. ‘Gut feeling’ is a common expression used to describe those situations where heuristics are invoked, and the choice ultimately made cannot be fully explained by the person taking the choice, or making the decision. Typically when decisions are made on the basis of ‘gut feeling’ or intuition the decision maker comments that the decision looked and felt right.