Running Head: INTUITION IN DECSION MAKING

Role of Intuition In Decision Making

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INTUITION IN DECISION MAKING

Role of Intuition in Decision Making

Intuition or ‘gut feeling’ is a way of knowing without conscious reasoning (S.Singh and

H.Singhal, 2015). As opposed to rational thinking, which enables us to make decisions based on

facts and figures, intuition helps us decide based on experiences and memories stored

subconsciously by our brains.

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Phillip Goldberg (1989) explored the nature and various roles intuition has in different aspects of

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our lives. He noted intuition had a role in discovery and gave the example of the discovery of the

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DNA structure by James Watson and Francis Crick. Goldberg also proposed that it had a role in
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creativity and evaluation. It helps humans evaluate alternative options and possibilities and use

their ‘feelings’ to make final decisions. Goldberg further argued that intuition at times ‘forced’
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people to make individual decisions that perhaps lead to situations we term coincidences. He also
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proposed that, in making decisions about our future, the uncertainty of the future implies that a
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certain element of intuition might be present so as to predict the outcome of the decision.
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The most prominent intuition role might be present in rapidly changing and complex
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environments such as business and political environments. There might be inadequate

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information or ambiguities, as noted by Shelley Row in an interview with Forbes and supported

by Mintzberg(1989), Isenberg (198), Yukl (1994), and Jagdesh and Parikh(1991). One area they
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seemed to agree on was that a combination of rational (conscious, analytical) and

intuitive(subconscious, gut feeling) decision making enabled individuals to make better

decisions.

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INTUITION IN DECISION MAKING

Most people may not openly acknowledge the role intuition has in their decisions and might

think that using ‘feelings’ to make decisions is unwise. Still, it would appear that correctly

combining intuition and analytical thinking might enable us to make better decisions.

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INTUITION IN DECISION MAKING

References

Isenberg, D.J.,(1984),How Senior managers Think, Harvard Business Review, Nov-

December,p.81-90.

Goldberg P., (1989), The Many Faces of Intuition, (Pg.41 – 62) in Agor W. Ed., Intuition in

Organisations: Leading & Managing Productively, Sage Publications, London

Mintzberg, Henry, (1989), Chapter 4, Coupling Analysis and Intuition in Management, in

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Mintzberg on Management: Inside Our Strange World of Organizations‖, p. 372-373, 354-355..

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Parikh, Jagdish,(1991), Managing Yourself, Oxford, 1991. p45

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Singhal, Himani & Singh, S.(2015) ,Role of Intuition in Strategic Decision Making. South Asia

Journal of Multidisciplinary Studies. 1. 38.

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Yukl, Garg, (1994) Leadership in organizations (1994); 3rd edition; Prentice Hall; p. 275-276,
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442-444.
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INTUITION IN DECISION MAKING

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