Rational Decision-Making

Metacognition - the ability to reflect on our thinking - plays a large part in our decision-making processes.

We don't only have emotions or desires that drive us. We also reflect on our emotions, regret our decisions, and try to work around them to pursue our immediate and delayed goa...

• For marketers: Drawing out a decision based on feelings could encourage a stronger allegiance among consumers. This could be achieved through subtle tactics like visuals instead of words, or colors instead of gray-scale.

• For consumers...

Listening to your gut or "just doing what feels right" may not be the best way to make a decision.

According to a series of studies where managers tried to detect an interviewee's emotions, they were able to assess the situation more accurately when they thought systematically than when ...