The Science of Decision Making
Psychology behind decision making
A well known psychologist named Daniel Kahneman introduced the Dual Process Theory, which states that - in the brain - there are two systems at work when making decisions.
System 1 thinking, otherwise known as “fast” thinking, is quick and instinctual. These decisions are often made without us even realizing a decision has been made. Examples include inching forward in traffic, checking a cellphone, or making coffee in the morning.
There are a number of factors that can influence our System 1 unconscious decision making. We are individuals constantly internalizing and reacting to our surroundings. People, culture, and our society as a whole can all impact our personal heuristics, biases, and emotions.
Examples
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Heuristics are mental shortcuts our brain uses to help with decision making.
An example are generalizations, or rules-of-thumb, that help our brain reduce cognitive load. They can be effective for making immediate judgments, however, they often result in irrational or inaccurate conclusions.
thedecisionlab.com
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A bias is a tendency, inclination, or prejudice toward or against something or someone.
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Emotions are conscious mental reactions (such as anger or fear) subjectively experienced as strong feelings usually directed toward a specific object and typically accompanied by physiological and behavioral changes in the body.
Our brain does its best to make sense of the myriad of inputs it receives day after day, by creating shortcuts and generalizations. At the end of the day, the vast majority (95%) of the decisions we make are irrational, highly influenced, emotional, subjective, or made without conscious thought.
Sam knew that her brother was coming home soon. Without realizing it, she quickly shoved the remaining cookies in her mouth.
Notes: Decision- Eating remainder of the cookies // System 1 operating, instinctual response // Heuristic at play: Brother will eat my cookies when he gets home // Emotion at play: Fear of losing cookies
Cat grew up in a family where wasting food was frowned upon. As an adult, she often eats everything on her plate by the time the meal is done.
Notes: Decision- Eating all the food on the plate // System 1 operating, autopilot from a learned behavior // Heuristic at play: rule of thumb - don’t be wasteful; leaving food on the plate is wasteful // Emotion at play: Fear
Putting it all together
People, culture, and society have an influence on our emotions, heuristics, and biases, which directly influence the decisions we make. The vast majority of decisions we make on a daily basis are made unconsciously.
The Opportunity lies in the 95%. If we can create an environment where our brain unconsciously chooses to support our health goals, we can begin to make positive change.
System 2 thinking, otherwise known as “slow” thinking, is logical, slow, and conscious. When deciding where to put the oven in a kitchen remodel, you may weigh pros and cons of different placements. The decision is approached in a logical manner with effort and thought.