What is intuitive decision making? Explain.
Intuitive decision making is an unconscious process created from distilled experience. It occurs outside conscious thought and relies on holistic associations, or links between disparate pieces of information. It is fast and is affectively charged, which means that it usually engages the emotions. While intuition is not rational, it is not necessarily wrong.
Nor does it always contradict rational analysis. Instead, the two can complement each other. In certain instances, relying on intuition can improve decision making. But it is important not to rely on it too heavily. This is because it is unquantifiable and thus it is hard to know when our hunches are right or wrong. The key is neither to abandon nor rely solely on intuition, but to supplement it with evidence and good judgment.