Are all intuitions the same? Or does it depend on the factor that triggers them?

Abstract

This chapter examines the decision-making processes of strategic decision makers, and when they subconsciously resort to reasoning or intuition. It evaluates the impact of personal disposition and context, and the role of mood. The discussed results demonstrate that the choice of the decision-making process is influenced by cognitive style and emotional awareness, while effects of some other factors are facilitated or inhibited by mood. Overall, women appear to exhibit a higher preference for intuition, partially due to their stronger sense of emotions. The findings suggest that decision making could be improved if we become aware how it is influenced by individual factors and learn to manipulate these according to situational needs.