Implementing Intuitive Decisions

Sam Maglio, University of Toronto, Canada
Intuition has been shown to improve accuracy in decision making, but would people actively commit to feeling-based choices with real-world relevance? In three studies, participants relied upon either intuition or deliberation to make choices that required subsequent, effortful action. Consistently, people worked harder toward implementing their intuitive choices.
[ to cite ]:
Sam Maglio (2013) ,"Implementing Intuitive Decisions", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.