When intuition beats a spreadsheet

05/7/2009 | Kellogg Insight

What's the best way to make a decision? Research suggests that attentive deliberation works best for simple decisions. But when it comes to complex choices, test subjects reported greater satisfaction when their decision-making slipped under the radar of their conscious minds. "Contrary to conventional wisdom, there are times when we might be better off tossing the spreadsheets with lists of pros and cons and just switching on autopilot," this article contends.

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