Intuitive vs. analytical decision making: which is preferred?

Abstract

This paper presents the results of a study of preferences for intuitive as against analytical decision making and of judgments in a wide variety of situations. The findings are related to perceived control, and to the risks and chances of negative and positive outcomes of the decisions, respectively. Control was found to be positively related to preference for an intuitive mode of making decisions. It was also found that preference for an intuitive mode of decision making was most pronounced among private consumer decisions, the outcomes of which were also seen by the decision makers as being most accessible to their own influence. In particular, judgments made by professionals not directly affected by the outcome of the decision were regarded as requiring a more analytical approach. These findings are discussed in relation to the frequent claims of the experts to possess a high level of intuitive skill.