Comparison between Intuition and Unconscious Thought on Decision Quality
Chen Bi · Journal of Ningbo University · 2014
In order to explore whether unconscious thought equals to intuition, this research investigated their difference of decision quality by two experiments. The findings were:(1) The difference of decision quality between unconscious thought and intuition was not significant in multi-feature decision problems. And their decision quality was significantly superior to it made by conscious thought;(2) The difference of decision quality between unconscious thought and intuition was not significant in risk decision problems as well. And their decision quality was not significantly superior to it made by conscious thought. The above results showed that:(1) There exists border condition between unconscious thought and intuition in the complicated risk decision tasks;(2) In the complex multi-feature decision problem, the traditional saying thinking twice before doing was no longer practical, so decision maker should more depend on intuition or unconscious thought to make decision of highter quality. Such research proposed that the difference between unconsious thought and intuition should be explored from more perspectives, which aimed to give furthur theoretical guidelines for making decision in reality.