You are part of a group, making a decision about whether it is appropriate to discontinue research on a new drug. This new drug would save lives, but it is uncertain whether you can develop it within a reasonable time frame and at a reasonable cost. Your firm has already spent a small fortune on this drug. You have gathered so much information in preparation to making the decision that you are unable to sort the good information from the superfluous data. You just feel that this project has merit.
-What form of decision making are you using if you decide to continue the project because you feel that the project has merit?
A) optimization
B) intuitive
C) rational
D) satisficing
E) bounded rationality

Question

Quizplus · Accepted Answer

B) Intuitive decision making is an unconscious process created from distilled experience. Its defining qualities are that it occurs outside conscious thought; it relies on holistic associations, or links between disparate pieces of information. In the example, the speaker just "feels" that the project is good, relying on intuition.

You Are Part of a Group, Making a Decision About