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New studies examined the relationship between how people make decisions - if they make it rationally or emotionally - and how determined they are to defend that choice.
They found that when people make a choice based on feelings, they are more protective of that choice.
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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...
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While we may not like to admit this, we all are making a lot of bad decisions, be it our personal lives, careers or in our jobs. Here is what research says about making good decisions:
Research has found that when people are given more options, they have more opportunities for regret and worry.
To protect your happiness, limit the amount of time you give yourself to choose, or pick between fewer options.
Don't allow yourself to second guess the decision once...
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