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Writer's pictureCraigRhinehart

Understanding AI: How Humans Make Decisions

Updated: Oct 29


Person weighing AI pros and cons during the decision-making process
Human Decision Baggage Can Weigh You Down When Making Decisions

A Deep Dive into Human Decision Making

Human decision making is a fascinating, intricate process that blends logic, emotion, intuition, and external factors. From everyday choices to critical business decisions, understanding how humans make decisions can help individuals and organizations improve outcomes and avoid pitfalls. It's also an essential consideration for the deployment of generative AI (artificial intelligence) tools and systems.


As a human, I've begun to poke fun at this set of issues, including cognitive strategies, emotional influences, biases, and environmental factors (our human strengths and limitations), by referring to these issues collectively as "decision baggage". This blog post explores our human decision baggage considerations, with the goal of making better decisions faster that result in better outcomes.


The Cognitive Process of Decision Making

At the core of human decision-making is a structured cognitive process. This process involves several key steps:


  • Problem Identification: The first step is recognizing the need for a decision. This could be identifying an opportunity or threat, facing a challenge, or reacting to an event. Without recognizing a problem, no decision can be made.

  • Information Gathering: Humans seek out information to understand the problem better and identify potential solutions. The depth and breadth of information sought often depend on the decision’s impact, permanence, probability of occurrence and complexity.

  • Evaluating Alternatives: Once information is gathered, the next step is to weigh different options. This is often a rational comparison of pros and cons, but can also be influenced by emotional factors and biases.

  • Anticipating Outcomes: The decision-maker anticipates the potential consequences of each option. This stage involves predicting short-term and long-term effects, both positive and negative.

  • Making the Decision: The decision itself is a combination of logical reasoning and emotional influence. Even when based on trustworthy information, the final choice often reflects personal values, goals, and emotions.

  • Feedback and Learning: After a decision is made, feedback is critical. Learning from outcomes (successful or not) refines future decision-making.


Understanding this cognitive framework is essential for improving business decisions, especially in fast-paced environments where decisions are made frequently and often with limited, untrustworthy or incorrect information.


The Role of Heuristics and Biases in Decision Making

While many decisions involve careful analysis, humans frequently rely on heuristics - mental shortcuts that allow us to make quick judgments based on experience or available information. However, these shortcuts can lead to cognitive biases that distort rational judgment. Some common biases include:


  • Availability Heuristic: This bias occurs when individuals make decisions based on the most readily available information in their memory. For example, a business leader might overestimate the likelihood of success based on recent positive outcomes, ignoring potential risks.

  • Anchoring Bias: When people rely too heavily on the first piece of information they receive, they may make skewed decisions. In negotiations, for instance, the first offer often sets an anchor that influences the final agreement.

  • Confirmation Bias: People tend to favor information that supports their preexisting beliefs, leading them to ignore contrary evidence. In business, this can cause leaders to cling to failing strategies simply because they’ve invested heavily in them.


These biases are not inherently negative but can lead to poor outcomes if not recognized. For business leaders, being aware of heuristics and biases can improve decision making quality, especially in high-stakes situations where emotions may run high.


Emotional Influence in Decision Making

Even the most data-driven decision-makers cannot fully escape the pull of emotions. Emotional decision making is a significant factor in how choices are made, whether in business or daily life.


  • Positive Emotions: Feelings such as optimism, excitement, or confidence can lead to more risk-taking and bold decisions. While this can foster innovation, it can also result in overlooking potential risks.

  • Negative Emotions: On the flip side, emotions like fear, anxiety, or frustration can lead to conservative decision-making. When driven by negative emotions, people tend to avoid risk, focus on short-term survival, or even become paralyzed by indecision.

  • Anger: When humans are angry, we tend to focus narrowly on the source of their frustration, which can lead to a disregard for potential consequences or alternative solutions. This emotional state often results in hasty decisions driven by short-term desires rather than long-term considerations.


Managing emotions is key for better decisions. Techniques like mindfulness, stress management, and objective evaluation can help mitigate the impact of emotional swings in decision making.


The Impact of Environment and Social Context on Decisions

The environment in which decisions are made also shapes outcomes. Several external factors come into play:


  • Social Influence: Humans are deeply influenced by the behaviors and opinions of others. In business, this can take the form of peer pressure or groupthink, where the desire for harmony in a team prevents alternative viewpoints from being expressed.

  • Time Pressure and Stress: When decisions must be made under time constraints or high stress, individuals often revert to more simplistic thinking, relying on heuristics or emotions over thorough analysis. This can be problematic in critical business situations where thoughtful decision making is crucial.

  • Resource Availability: Scarcity or abundance of resources also shapes decision-making behavior. For example, when a business is flush with cash, leaders may take risks they wouldn’t consider under tighter financial conditions.


To counter these influences, creating a decision making environment that encourages diverse perspectives, time for reflection, and access to trustworthy information can significantly improve outcomes.


Intuition in Decision Making: Subconscious Insights

Not all decisions are made through rational analysis. Intuitive decision-making - often described as “gut feeling” - relies on accumulated experience and subconscious processing. In many cases, intuition can be a valuable tool for quick decisions, especially when the individual has extensive experience in the area.


However, intuition should be tempered by information and reflection, particularly when facing unfamiliar challenges. Business leaders should balance intuition with factual evidence, creating a more holistic approach to decision-making.


Overcoming the Limits of Rationality

Humans are naturally limited in how much information they can process, a concept known as bounded rationality. This limitation means that decisions are often “good enough” rather than perfect. Factors that constrain decision making include:


  • Untrustworthy Information: Using information that can be relied upon is essential to optimal outcomes.  Trustworthy information has specific attributes.

  • Limited Information: Rarely do decision-makers have all the information needed to decide confidently.

  • Cognitive Load: The brain can only handle so much information at once, leading to simplified decision-making processes.

  • Time Pressure: With limited time, individuals opt for satisfaction—choosing the first option that meets basic criteria rather than the optimal one.


Understanding these limitations and actively seeking to broaden the information base, reduce cognitive load, and manage time more effectively are ways to make better decisions in any context. Using decision support tools can aid in making better decisions faster.


Will AI Help Enable Better Decisions?

Human decision making is far from perfect. As humans, we each carry a variety of decision baggage with us at all times so don't get weighed down by it. It’s a mix of logical analysis, emotional reactions, subconscious influences, and external pressures. However, by understanding the processes, biases, and environmental factors involved, individuals and business leaders can improve their decisions.


Using decision support tools, including those powered by AI, can also aid in making better decisions faster, resulting in better outcomes. A key will be ho well we integrate decision support, including AI into our human way of making decisions.


Making Better Decisions Call to Action:

Want to improve your decision making without being weighed down? Explore our proven business growth strategies to help you make informed, data-driven choices for your organization. Don’t miss our resources for building better businesses with confidence and clarity.

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