ABSTRACT
This chapter explores the neuroscience of decisions.
The first distinction made is a decision by habit or choice.
Habits are driven by context. A choice evaluates the reward and involves the PFC.
Decisions are explored from the following perspectives: probability, payoff, effort and timing.
A basic decision for the brain is to stay and exploit the situation or leave and explore a new situation, and the brain evaluates the likely reward against the cost of change.
Damasio’s somatic marker hypothesis and its relevance to coaching is discussed. The somatic marker model of decisions for coaching is advanced and evaluated. Meta values are discussed, together with the social influences on decision-making from Robert Cialdini’s work: authority, consistency, rapport, reciprocity, social proof and scarcity.
Decision fatigue is discussed in the context of coaching.
Delay discounting is explored from the point of view of the reward system putting pressure on quick decisions, and coaching strategies are advanced to counteract this tendency.
The chapter also deals with the applications of the Ulysses contract in coaching, including an accountability partnership.
All factors in decision-making are summarised from a neuroscientific viewpoint, and practical guidance is given.
