ABSTRACT
The purpose of this chapter is to summarize and integrate what we know about intuition, heuristics, and impulses and help clarify their role in decision making. This has an important relationship with forward-looking research, because these drivers of decisions have both a conscious and unconscious source. Decision making as a field of study has been popular since the mid-1940s; however, opportunities exist to integrate these efforts into a more holistic framework. For example, Howard (2012) performed a meta-analysis associated with the accumulation of financial decision-making knowledge using a five-paradigm model, as shown in Figure 4.1.
