Intuitive vs Deliberate Decision-Making

Intuitive and deliberative decision making refer to the two main ways people make judgments and choices. Intuitive decisions are quick, automatic, and often feel effortless — guided by impressions or “gut feelings.” Deliberative choices, on the other hand, are slower and more thoughtful, relying on conscious reasoning and evaluation.

Our lab studies how these two systems interact and influence human behavior. For example, we investigate whether encouraging more deliberation improves decision quality in investment and economic choices, compared to relying on intuition alone. Understanding when people choose intuition versus deliberation helps explain many aspects of behavior, from moral and strategic decisions to everyday reasoning.

For materials related to this topic, take a look at our lab's research publications.