We like to believe that before we make a decision, most of the time, we take time to consider all the facts carefully. However, experts believe that only 5% of our decisions are based on a rational (理性的) thought process. So, what influences our decision﹣making process?
We often leave decision﹣making to our instincts (本能). Scientists have found out that if we had the choice, we like to avoid pain rather than get something. In fact, we're twice as happy when we try to avoid a bad situation than when we experience a good one. This is why when companies send ads, they use phrases like "How to avoid." "Don't miss out!" etc.
There are also physical reasons that influence our decision﹣making. Psychologist John Bargh carried on an experiment where people were asked what they thought of a fictional person, while holding a cold or a hot cup of coffee. Those holding the hot cup believed the person to be warmer and more sociable than those holding the cold cup. So, when temperatures rise, the more likely we are to believe in strangers.
Stress is another thing which influences our decisions. Different situations are more or less stressful for different people. Researchers have found, though, that women are more conservative (保守的)about decisions when stressed, while men are to make riskier choices.
It may come as a surprise but every day from the minute we get up, we have to make countless decisions, like what to wear, what coffee to have and so on. Each choice makes our brain a little bit more tired, and this influences our decision﹣making, too. That's why important people, like presidents wearing the same three suits all the time, want to limit the small choices and spend more brain power on the bigger ones.