Decision do is a an essential process within the Integrative structure for Understanding and Applying OB. We have been encouraging you to usage this frame throughout this book in bespeak to enhance your capability to deal with problems. Use of the frame helps friend identify and also choose alternate solutions that lead to a wanted outcome. This procedure varies follow me a continuous of rational to nonrational. Four steps in making reasonable decisions room (1) determine the problem, (2) generate alternate solutions, (3) evaluate choices and pick a solution, and (4) implement and also evaluate the solution. Instances of nonrational models incorporate (1) satisficing and also (2) intuition.

You are watching: Which of the following is one of the assumptions underlying nonrational models of decision making?

Decision make matters deeply in your personal and occupational life. Let's think about the affect of decision made by a few college graduates throughout the interview process. One project applicant take it a nonemergency contact on his smartphone 15 minutes right into the interview. Execute you think this decision made a hopeful impression? another decided to carry his father right into a 45-minute interview: The recruiter was shocked. Paula Welch, a Cigna HR representative, similarly detailed how one current grad inquiry his father to call and negotiate a higher salary ~ receiving a task offer. Here's a really good decision: A college an elderly brought her cat to the interview in a cage, and then proceeded come play with it throughout the interview. The end results of this decisions were negative in every cases.6

Decision making entails identifying and choosing alternative solutions that cause a desired state the affairs. The over examples illustrate exactly how one's decision make affects the chances of gaining a task after graduation, yet the prestige of decision do is much broader. As a instance in point, the annual global Leadership advancement study conducted by Training magazine uncovered that crucial thinking/problem solving was the 2nd most vital competency wanted by institutions in 2012 and also 2013.7 You would be well served to enhance your decision-making skills.

Let's look at two various methods managers deserve to use to make decisions. They deserve to follow a rational design or numerous nonrational models.

Rational Decision Making: managers Make Logical and also Optimal Decisions

The rational version of decision making explains just how managers should make decisions. it assumes that supervisors are totally objective and possess finish information when making decisions. Decision thus show excellent logic and optimize the organization's ideal interests.

Page 369

There are four generic stages connected with reasonable decision making (see number 11.1).



Stage 1: determine the problem or Opportunity—Determining the Actual matches the preferable We defined a problem in chapter 1 together a difference or gap in between an actual and also desired situation. By now you understand that trouble identification is the first stop in resolving any kind of problem. Us did not mention in our earlier discussion, however, that managers also have to make decisions regarding opportunities. An opportunity represents a situation in i m sorry there are possibilities to carry out things that lead to results the exceed goals and expectations. for example, US clinical schools need to prepare to produce 5,000 an ext graduates a year through 2019. Unfortunately, this wonderful chance will require some difficult decisions since the number of funded residencies has actually been frozen because 1997. Residencies entail the three to seven years of extr on-the-job training that clinical students need prior to they deserve to practice medication on your own. Without more residency positions, the combination of American clinical Colleges predicts a shortage of 62,900 medical professionals by 2015, and potentially as plenty of as 140,000 by 2025.8

Whether you face a problem or one opportunity, the score is always the same: come make enhancements that change conditions indigenous their existing state come a an ext desirable one. This requires you come diagnose the reasons of the difficulty (or the nature of the opportunity).

Stage 2: Generate alternate Solutions—Both the Obvious and the creative For many people this is the exciting component of decision making, the step where you gain to be creative, think external the box, and also share your concepts of how things need to be done. Brainstorming, for instance, is a common an approach used by both individuals and also groups to create potential solutions. Brainstorming is discussed later in this chapter. Unfortunately, a research study study the 400 strategic decisions revealed that managers struggled throughout this stage because of three crucial decision-making blunders:

1. Rushing come judgment. managers simply do decisions too conveniently without considering all pertinent information.

1. Selecting readily obtainable ideas or solutions. managers take the simple solution without rigorously considering alternatives. This have the right to tend to happen when emotions room high around the difficulty at hand.

1. Making negative allocation of resources to study alternative solutions. supervisors don't invest the sources to appropriately study the trouble and alternative courses the action.

Decision makers thus are encouraged to sluggish down once making decisions, to evaluate a broader set of alternatives, and also to invest in examining a greater variety of potential solutions.9 The Problem-Solving application on the following page illustrates exactly how these blunders may have influenced J.P. Morgan Chase's an answer to the “London whale” trading problem in 2012 and 2013.

Page 370

problem addressing application

J.P. Morgan chase Is make the efforts to fix the London Whale commerce Fiasco

J. P. Morgan Chase is just one of the largest banks in the world, and it ran afoul that regulators in 2012 and 2013 in what is referred to as the “London whale” fiasco. Since that time, united state regulators have been rigorously investigate the situation.


Jamie Dimon that J.P. Morgan chase testifying come a governmental committee.

What Happened? Three previous London-based traders made huge investment bets that brought about a nearly $6 exchange rate loss because that the company. A French-born employee called Bruno Michel Iksil was referred to as the “London whale” because his bets developed the many losses. After the news initially broke, follow CEO Jamie Dimon described the scandal together a “tempest in a teapot.” he later defined it as an isolated hazard that the bank had taken care of. He want the difficulty to go away.

Regulators are investigating whether or not these three previous employees, and the bank itself, “tried come hide few of the mounting losses during the an initial quarter the this year <2013>.”10 they think there to be a cover-up.

The Company's an answer Over time Dimon concluded the he underestimate the losses due to the fact that he “relied top top advice indigenous colleagues the losses wouldn't worsen.” A united state Senate panel did no agree with this interpretation. The committee concluded that follow “brushed off internal warnings and misled regulators and also investors about the score that the losses tied come the trades.”

Dimon denies this charges, saying the no one in ~ the agency “thought we had actually a big problem” however rather “we knew we had a little problem.” The agency estimated the difficulty at $300 million, not $6 billion. In solution to the comment the the firm withheld info from regulators, Dimon said, “We tried come tell them yet we didn't understand sometimes.”

Dimon is currently vigorously defending the company's integrity and decisions. The said, “I don't understand what an ext I can say. Poor strategy, bad vetted, bad monitored, badly controlled. Embarrassing. Terrible. Sorry.” He additionally told investors at a conference organized by Morgan Stanley the “there was no hiding, there was no lying, there to be no b—s—.”11 He additional promised to fight any kind of lawsuits that space filed versus the company.

YOUR contact

1. Stop 1: What is the difficulty in this situation from CEO Dimon's perspective?

1. Stop 2: which of the above stage 2 blunders were committed by Chase?

1. Stop 3: Rolling earlier time, what decisions perform you think follow should have actually made when it very first discovered the losses?

Stage 3: Evaluate options and select a Solution—Ethics, Feasibility, and Effectiveness In this stage, you must evaluate alternatives in state of numerous criteria. Not just are costs and also quality important, but you should take into consideration the complying with questions: (1) Is it ethical? (If not, don't think about it.) (2) Is that feasible? (If time is an issue, expenses are high, resources are limited, an innovation is needed, or customers room resistant, for instance, then the different is not feasible.) (3) will certainly it eliminate the causes and also solve the problem?

Page 371

Stage 4: Implement and also Evaluate the systems Chosen as soon as a solution is chosen, it needs implementation. And after implementation, stakeholders must evaluate how effectively the equipment solves the problem. To be effective, the equipment should remove or significantly reduce the difference in between the earlier, actual difficulty state and also the wanted outcome. If the gap is not closed, the implementation fails, and either the trouble was incorrectly figured out or the equipment was inappropriately conceived or executed. If the equipment fails, management can return to the an initial step, difficulty identification. If the problem was correctly identified, management should think about implementing one of the previously identified, yet untried, solutions. This process can proceed until every feasible solutions have been tried or the difficulty has changed.

What's great and Bad around the rational Model? The rational version is prescriptive, outlining a logical process that managers should use when making decisions. As such, the rational model is based upon the id that managers optimize once making decisions. Optimizing involves solving troubles by producing the best feasible solution and is based upon a collection of highly preferable conditions—having finish information, leaving emotions the end of the decision-making process, honestly and also accurately examining all alternatives, having abundant and easily accessible time and also resources, and having human being willing come implement and support decisions. Practical experience, that course, tells us that these problems are all hardly ever met, and assumptions to the contrary room unrealistic. Herbert Simon in 1978 deserve the Nobel Prize because that his work on decision making. He put it this way: “The assumptions of perfect rationality are contrary come fact. That is no a question of approximation; they execute not also remotely define the processes that humans use for making decisions in complicated situations.”12

That said, there are three services of do the efforts to follow a rational process as much as realistically possible:

1. Quality. The top quality of decisions may be enhanced, in the sense that castle follow an ext logically native all obtainable knowledge and expertise.

1. Transparency. It provides the reasoning behind a decision transparent and accessible to scrutiny.

1. Responsibility. If make public, it discourages the decider from exhilaration on doubt considerations (such as personal advancement or preventing bureaucratic embarrassment) and therefore encourages an ext responsible decisions.13

Nonrational Models of Decision Making: Decision making Does not Follow one Orderly Process

Nonrational models the decision making explain exactly how managers actually make decisions. The models typically construct on presumptions that decision making is uncertain, the decision equipments do not possess complete information, and that supervisors struggle to make optimal decisions. 2 nonrational models space Herbert Simon's normative model and the intuition model.

Simon's Normative Model: “Satisfactory Is an excellent Enough” Herbert Simon proposed this design to describe the procedure that managers actually use when making decisions. The procedure is guided through a decision maker's bounded rationality. Bounded rationality represents the concept that decision equipments are “bounded” or limited by a variety of constraints as soon as making decisions. this constraints include any an individual characteristics or internal and also external resources that mitigate rational decision making. Personal characteristics encompass the minimal capacity that the human mind, personality, and time constraints. Consider gender: Males have tendency to make much more risky decisions 보다 females.14 examples of interior resources space the organization's human and also social capital, financial resources, technology, plant and also equipment, and internal processes and systems. Exterior resources include things the organization cannot directly control such as employment level in the community, resources availability, and government policies.15 Tom Albanese, former CEO the Rio Tinto, the second largest mining company in the world, experienced these constraints as soon as he chose to acquire Riverside Mining Ltd. (see the example box).

Page 372

EXAMPLEBounded Rationality Dooms an acquisition Decision

In 2013 Tom Albanese stepped under as Rio Tinto's CEO ~ a series of negative decisions. One connected the acquisition of Riverside Mining Ltd. Because that $3.7 billion. Albanese to be interested in Riverside's coking-coal work in Africa.


Through the Diavik Diamond Mine subsidiary, Rio Tinto operates the Diavik mine in the subarctic tundra that Canada's Northwest Territories.

THE deadly DECISION over there were couple of bidders for Riverside since of “concerns about getting the steel ingredient the end of Mozambique's bush country.” The price of coking was $290 a ton at the time of the acquisition decision in 2011. The price to be $165 a ton in January 2013.

“Rio Tinto had planned to delivery the coal along the Zambezi River, but that strategy confirmed unworkable as soon as the agency ran right into trouble dredging the river and also failed to secure federal government approval for shipments.” The effects of this decision caused the firm writing down $3 exchange rate of shed costs, and also the resignation of Albanese and also the company's head the strategy, Doug Ritchie.16


1. Exactly how does bounded rationality explain what occurred in this example?

1. What limit of internal and also external resources—directly identified or implied—acted as boundaries to the decisions made?

1. What can Albanese have actually done differently?

Ultimately, these limitations result in the tendency to acquire controlled rather than optimal quantities of information. In turn, this exercise makes it difficult for supervisors to recognize all feasible alternative solutions. In the lengthy run, the border of bounded rationality cause decision machines to fail come evaluate every potential alternatives, thereby causing them come satisfice.

Satisficing consists of choosing a equipment that meets some minimum qualifications, one the is “good enough.” Satisficing resolves difficulties by creating solutions that are satisfactory, together opposed come optimal. Finding a radio terminal to hear to in your vehicle is a an excellent example of satisficing. You can not optimize since it is impossible to listen to every stations at the very same time. You thus stop searching for a station as soon as you find one playing a track you choose or execute not mental hearing.

The Intuition Model: “It just Feels Right” plenty of entrepreneurs begin businesses ~ above the communication of intuition. Consider the following:

EXAMPLE Ignoring recommendations from advisers, ray Kroc purchase the McDonald's brand indigenous the McDonald brothers: “I'm no a gambler and also I didn't have that sort of money, but my funny bone instinct retained urging me on.” skip the truth that 24 publishing residences had rejected the book and her own publishing home was opposed, Eleanor Friede gambled ~ above a “little naught book,” referred to as Jonathan Livingston Seagull: “I feel there to be truths in this straightforward story that would make that an international classic.”17

Page 373

Intuition represents judgments, insights, or decisions the “come to mind on their own, without explicit awareness that the evoking cues and also of course without explicit evaluation of the validity of this cues.”18 Unfortunately, the use of intuition walk not always lead come blockbuster decisions such together those by beam Kroc or Eleanor Friede. To improve your knowledge of the duty of intuition in decision making, this ar reviews a design of intuition and discusses the pros and cons of making use of intuition to do decisions.

A version of Intuition figure 11.2 presents a design of intuition. Note that the version shows two develops of intuition:

1. A holistic hunch represents a referee that is based on a subconscious integration of information stored in memory. world using this type of intuition may not be able to explain why they want to make a particular decision, other than that the selection “feels right.”

1. Automated experiences represent a selection that is based on a acquainted situation and a partially subconscious applications of formerly learned details related to the situation. for example, once you have years of endure driving a car, you react to a selection of cases without conscious analysis.



SOURCES: Based in component on D. Kahneman and also G. Klein, “Conditions for Intuitive Expertise,” American Psychologist, September 2009, 515–526; E. Sadler-Smith and also E. Shefy, “The Intuitive Executive: Understanding and Applying ‘Gut Feel’ in Decision Making,” Academy of management Executive, November 2004, 76–91; and C. C. Miller and also R. D. Ireland, “Intuition in strategic Decision Making: girlfriend or foe in the Fast-Paced 21st Century,” Academy of management Executive, February 2005, 19–30.

In figure 11.2, you deserve to see that intuition is represented by two distinctive processes. One is automatic, involuntary, and also mostly effortless. The second is rather the opposite in that it is controlled, voluntary, and effortful. Because that example, once trying come answer one of the your Thoughts? questions at the end of the example boxes, you might spontaneously have response pop into your mind based upon your recollection of what you previously read (an automatically process). Upon more reflection (controlled process), however, you might decide your initial thought is wrong and that you must go earlier and reread some material to come at one more answer. This consequently may cause novel ideas to pertained to mind, and also the two processes continue. These intuitive procedures are influenced by 2 sources: expertise and feelings (see number 11.2). Specialization represents an individual's combined explicit knowledge (i.e., information that can quickly be put into words) and also tacit knowledge (i.e., information gained through experience that is daunting to express and also formalize) regarding an object, person, situation, or decision opportunity.

Page 374

EXAMPLE Steve work used a mix of explicit and tacit understanding to create new products. The feelings component reflects the automatic, underlying effect one experience in an answer to one object, person, situation, or decision opportunity. One intuitive response builds on the interaction in between one's expertise and also feelings in a provided situation.

1. Pros and also Cons of making use of Intuition. There room two services of utilizing intuition to do decisions. (1) It deserve to speed up the decision-making process, i beg your pardon is beneficial when you space under time constraints.19 (2) that is useful when resources are limited. On the downside, however, intuition is subject to the same types of biases linked with reasonable decision making, biases we discuss in the next section that this chapter. In addition, the decision an equipment may have difficulty convincing others the the intuitive decision renders sense, for this reason a great idea might be ignored.

1. What Is the Bottom heat on Intuition? We believe that intuition and also rationality room complementary and that managers should effort to usage both once making decisions.20 We for this reason encourage friend to usage intuition once making decisions. Girlfriend can build your intuitive awareness by utilizing the references in Table 11.1.




1. Open up the closet

To what degree do you suffer intuition; trust her feelings; counting on intuitive judgments; suppress hunches; covertly rely upon gut feel?

2. Don't mix up your I's

Instinct, insight, and intuition are not synonymous; practice distinguishing among your instincts, your insights, and your intuitions.

3. Elicit good feedback

Seek feedback on your intuitive judgments; build confidence in your gut feel; create a learning environment in which you have the right to develop much better intuitive awareness.

4. Gain a feel for your batting average

Benchmark her intuitions; get a feeling for exactly how reliable your hunches are; asking yourself just how your intuitive judgment might be improved.

5. Use imagery

Use imagery rather than words; precise visualize potential future scenarios that take her gut feelings into account.

6. Beat devil's advocate

Test the end intuitive judgments; raise objections to them; create counterarguments; probe how robust gut feeling is once challenged.

7. Capture and validate your intuitions

Create the within state to offer your intuitive mental the liberty to roam; catch your an innovative intuitions; log them prior to they space censored by reasonable analysis.

Improving her Intuitive Awareness do you think being intuitive is a great thing? would you like to become an ext intuitive? If yes, climate you will uncover the Self-Assessment ~ above the following page valuable.

Page 375


Am ns Intuitive?

Go come and complete Self-Assessment 11.1 come assess her intuitiveness. Climate answer the following questions:

1. What is her level that intuitiveness? execute you agree through this assessment?

1. What are the two greatest items driving your intuition? once do you have tendency to use these characteristics?

1. What room your 2 lowest items that detract from your intuition? when do they gain in the means of her making intuitive decisions?


Use the outcomes of Self-Assessment 11.1 and Table 11.1 come answer the following:

1. Examine the referrals in Table 11.1 and evaluate each one as either a toughness of yours—something friend do—or a weakness—something you tend not come do.

1. Because that those references in Table 11.1 the you think can be your weaknesses, think about whether outcomes from the intuition Self-Assessment can assist you to rotate the weakness to strengths.

1. Develop a setup to further develop your self-assessment strengths on the communication of the referrals in Table 11.1 for enhancing your intuitive awareness.

Integrating Rational and Nonrational Models applying the idea that decisions space shaped by qualities of both problems and also the contexts in i beg your pardon decision makers have to solve the problems, consultants David Snowden and also Mary Boone have come up through their own strategy that responds come the difficult environments encountering today's organizations. Castle essentially incorporate rational and nonrational models through identifying 4 kinds the decision environments and an effective technique of decision making for each.21

1. Simple. A simple context is stable, v clear cause-and-effect relationships, therefore the finest answer can be agreed upon.

Effective: The rational model. Decision machines gather information, categorize it, and respond in an established way.

1. Complicated. over there is a clean relationship in between cause and effect, however some people may not watch it, and more than one solution might be effective.

Effective: The reasonable model. Decision machines investigate and analyze options.

1. Complex. there is one appropriate answer, yet many unknowns obscure cause-and-effect relationships.

Effective: Intuition. Decision makers start by experimenting, trial and error options, and probing to check out what might happen together they look for a an imaginative solution.

1. Dynamic/Chaotic. Cause-and-effect relationships adjust so quick that no sample emerges.

Effective: Both intuition and also evidence-based decision making, discussed in ar 11.3 that this chapter. Decision equipments act first to establish order and then find locations where it is feasible to determine patterns so that elements of the difficulty can be managed.22



MAJOR concern

It's difficult to it is in rational. What space the biases that obtain in the way?

THE BIGGER snapshot

You and everyone else usage “heuristics” when making decisions. By far better understanding the nature the these miscellaneous rules of thumb, you have the right to improve your ability to make much more rational decisions. Heuristics fall into eight categories: access bias, representativeness bias, confirmation bias, anchoring bias, overconfidence bias, possession bias, frame bias, and also escalation of meeting bias.

Ever had actually a hard time explaining why friend made a certain decision? It would certainly be typical because every one of us use shortcuts or “rules the thumb” when making decisions. Academics call them referee heuristics, pronounce “hyur-ris-tiks.” Judgmental heuristics represent cognitive shortcuts or biases that are used to simplify the procedure of making decisions.23

There space both pros and cons come the use of heuristics. Because these shortcuts have from knowledge acquired from previous experience, lock can help managers do decisions. In ~ the very same time, however, they can lead to poor decisions, particularly for people facing major time constraints, an unfortunately notorious instance being major health treatment doctors. For example, a current study of clinical malpractice claims showed the diagnostic errors, which room partly caused by misapplied judgmental heuristics, result in up to 160,000 deaths every year. Poor decisions are very costly in this context, in human being suffering and also in level dollars. In between 1986 and 2010, diagnosis-related errors price doctors and also hospitals around $38.8 billion.24

Here space eight biases that commonly affect decision making:

1. Confirmation bias

1. Overconfidence bias

1. Ease of access bias

1. Representativeness bias

1. Anchoring bias

1. Possession bias

1. Framing bias

1. Escalation of appointment bias

Knowledge around these biases or heuristics can help you to protect against using castle in the wrong situation or being blinded by not discovering you space in reality using them.

1. Confirmation Bias. The confirmation bias has 2 components. The decision an equipment (1) potentialism decides something even prior to investigating why the is the best decision, for example, make a snap decision to purchase a details smartphone; and (2) seeks information that support purchasing this details phone when discounting details that walk not.25

1. Overconfidence Bias. many of us often tend to it is in overconfident around estimates or forecasts. For example, many of us regard ourselves as much better than median drivers.26 This prejudice grows in stamin when people are request moderate to extremely challenging questions rather than straightforward ones. (See the Problem-Solving applications on the BP Oil Spill.) Entrepreneurs especially fall prey to this predisposition when deciding come start and sustain brand-new ventures. Sadly, one business man success frequently leads come investing in a negative opportunity later on on. Experienced investment analysts likewise were found to be an ext prone come overconfidence.27 ours advice: Don't assume that overconfident and also assertive world have the ideal recommendations.

Page 377

problem solving application

Heuristics partly to Blame because that BP Oil Spill

CNN summed up the months of bad news this way: “The drill rig Deepwater Horizon exploded and also sank in April 2010, killing 11 males aboard and also unleashing one undersea gusher native a BP-owned well referred to as Macondo a mile under water. It took three months to cap the well, and federal public representative estimate nearly 5 million barrels the oil—more than 200 million gallons—poured into the Gulf in that time.”28

What Happened? according to Bob Bea, an design professor in ~ the university of California, Berkeley, “Technological disasters, prefer the BP oil spill, follow a well-worn ‘trail that tears.’” Bea has actually investigated 630 different types of disasters and is an experienced on offshore drilling.

The associated Press interviewed Bea in the spill's aftermath. Bea thinks the BP spill drops into the classification of catastrophes that an outcome when one organization merely ignores warning indicators through overconfidence and also incompetence. The pointed to congressional testimony: BP ignored difficulties with a dead battery, leaky cement job, and loosened hydraulic fittings.

“Disasters don't happen due to the fact that of ‘an angry empire,’” Bea said. “It's hubris, arrogance, and also indolence.”

Because cutting-edge modern technology often works flawlessly, Bea said, civilization get lulled into complacency. “Corners get cut, problems ignored. Then boom.”29


The Deepwater Horizon oil rig disaster.

The Confirmation predisposition at occupational The finance market saw the disaster as resulting from BP's failure to “debias” the investigation. “Transocean workers carried out two push tests, a optimistic pressure test and a an unfavorable pressure test,” follow to the Quarterly newspaper of Finance. “The optimistic pressure test requires increasing the pressure inside the well by pumping fluid, to watch whether fluids leak indigenous the well. . . . The an outcome was favorable.

“The an adverse pressure test requires decreasing press from the well, to see whether fluids leak. . . . The test results were unusual, and also Transocean employees struggled to interpret the readings. Pressure collected unexpectedly v no clean reason regarding why.” This instance was considered to be “non-problematic.”

“However, various other Transocean employees were not convinced that the problems had to be resolved. For example, Wyman Wheeler, who managed the drilling crew because that twelve hours per day, was not convinced that all remained in order. Yet, as soon as Wheeler's transition ended at 6 pm his replacement, Jason Anderson, assured both his Transocean coworkers (and for the matter, his BP colleagues) the the pressure readings were normal.”30

The final Outcome? BP cleared up charges through the us Department of justice by pleading guilty to “11 counts the manslaughter, 2 misdemeanors, and a felony count of lying to Congress. BP also agreed to four years of government monitoring of its security practices and ethics. . . . As of February 2013, criminal and also civil settlements and payments come a trust had price the company $42.2 billion.”31

YOUR call

1. Stop 1: What was the trouble in this example?

1. Stop 2: exactly how did the confirmation bias and also overconfidence bias contribute come this disaster?

1. Stop 3: What would you recommend the BP do in different way in the future to protect against such disasters?


Some civilization are fear of flying due to the fact that they overestimate the chances of gift in a aircraft crash. Plane crashes are “low probability” events. There was just one large airplane paris passengers that crashed in 2014, the Malaysian Boeing 777. If you consider all airplanes flying roughly the world, there were 138 and 155 crashes in 2013 and also 2012, respectively.

Page 378

1. Availability Bias. The availability heuristic represents a decision maker's propensity to basic decisions on info that is readily obtainable in memory. This leads us to evaluate the prominence of details we recently received or assumed about. The problem, that course, is the recent info is no necessarily the best or many accurate information.

This predisposition can be sustained by news media, i beg your pardon likes to emphasize an unfavorable or inexplicable events, like airplane crashes or high-school shootings. This heuristic is likely to cause people to overestimate the event of these unlikely events.32 This bias also is partly responsible for the recency effect noted in Table 4.1 in chapter 4. For example, a manager is much more likely to offer an employee a hopeful performance review if the employee showed excellent performance over the last couple of months.

1. Representativeness Bias. The representativeness heuristic is supplied when people estimate the probability of an occasion occurring. It shows the tendency to evaluate the likelihood of an event occurring based on one's impressions about similar occurrences. A manager, for example, may hire a graduate from a particular university since the past three civilization hired native this college turned out to be good performers. In this case, the “school attended” criterion is supplied to facilitate facility information processing associated with employed interviews. Unfortunately, this faster way can result in a biased decision. Similarly, an separation, personal, instance may think that the or she have the right to master a new software package in a short duration of time since a different form of software application was easy to learn. This estimate may or may not it is in accurate. For example, it may take the individual a much longer time to discover the new software due to the fact that it requires learning a brand-new programming language.

1. Anchoring Bias. just how would girlfriend answer the following two questions? Is the population of Iraq better than 40 million? What's your finest guess about the populace of Iraq? Was your answer to the second question affected by the number 40 million suggested by the very first question? If yes, girlfriend were influenced by the anchoring bias. The anchoring bias occurs as soon as decision machines are influenced by the very first information received around a decision, even if it is irrelevant. This predisposition happens due to the fact that initial information, impressions, data, feedback, or stereotypes anchor our subsequent judgments and also decisions.



Hostess Twinkies have actually been produced in a Chicago bakery because the 1930s. The firm recently closed the plant as part of the re-organization strategy. Employees and the union were devasted together they thought the manufacturing of Twinkies was part of the company's future.

Page 379

1. Hindsight Bias. Imagine you yourself in the following scenario: You are taking one OB course the meets Tuesday and also Thursday, and also your professor provides unannounced quizzes every week. It's the Monday prior to a class, and also you room deciding whether to study for a potential quiz or to clock Monday night football. 2 of your classmates have determined to clock the game rather 보다 study since they don't think there will certainly be a quiz the following day. The following morning girlfriend walk into class and the professor says, “Take the end a sheet of file for the quiz.” You turn to your friends and also say, “I knew us were walk to have actually a quiz; why did i listen to you?” The hindsight prejudice occurs when understanding of result influences ours belief around the probability the we might have guess the result earlier. The peril of this bias is that, in retrospect, we gain overconfident around our foresight, which leads to bad decisions.33 for example, investors at risk to this bias will confidently think they space predicting great investment opportunities, top top the basis of such experiences, only to uncover out that they invested in dogs.34

1. Framing Bias. This predisposition relates to the path in i m sorry a concern is make or framed. Because that example, customers have actually been found to like meat the is framed as “85% lean meat” instead of “15% fat,” although, of course, they are the same thing. Frame is important due to the fact that it shows that our decisions are affected by the manner in i m sorry a difficulty or inquiry is framed.35 girlfriend are encouraged to framework decision concerns in alternative ways in bespeak to protect against this bias.

1. Escalation of commitment Bias. The escalation of commitment bias refers to the propensity to stick to an ineffective course of activity when the is unlikely the the negative situation can be reversed. personal examples can include investing much more money right into an old or damaged car and putting an ext effort into enhancing a an individual relationship that is filled v conflict. A company example would certainly be Hostess asking investors to reinvest in the firm during its second bankruptcy. Among the company's lenders defined it this way: “If girlfriend look in the dictionary at the meaning of throwing good money after bad, there should be a photo of Hostess alongside it.”36

Researchers recommend the following actions to alleviate the escalation that commitment:

5. Set minimum targets for performance, and have decision devices compare their performance versus these targets.

5. Regularly rotate supervisors in crucial positions throughout a project.

5. Encourage decision equipments to become less ego-involved with a project.

5. Do decision makers aware of the costs of persistence.37


Using the list of decision-making biases, prize the following questions:

1. Think that a negative decision you made in the last 6 come 12 months.

1. Now take into consideration which the the eight decision-making biases may have influenced your decision.

1. Based on your answer, and also your understanding of referee heuristics, what could you have actually done differently to prevent the negative decision?

Chapter 11. Decision Making and also Creativity

Page 380


MAJOR inquiry

How deserve to I much more effectively use evidence-based decision making?

THE BIGGER picture

You have the right to improve the high quality of her decisions by in search of the best evidence and the best obtainable data to make, inform, or assistance the decision. This ar of the thing will help you recognize the role of evidence in decision making and the move toward “big data.”

Interest in the ide of evidence-based decision making tribe from two sources. The first is the desire to protect against the decision-making biases questioned previously, and the 2nd is research done ~ above evidence-based medicine.38 In wellness care, the score is to rise the top quality of care while to reduce costs. Proponents think that evidence-based decision making (EBDM), i m sorry is characterized as a process of conscientiously utilizing the best obtainable data and evidence when making managerial decisions, can assist make this happen. Outcomes from its application in various other industries says that this is possible.

Consider the applications to dairy farming and also professional sports.

EXAMPLE “A Canadian company, dairy Quality, unveiled a brand-new product called Milk Guardian, a tiny black crate that slides top top the ago of one iPhone. A farmer inserts a plastic on slide containing a milk sample from among his cows, and the an equipment counts the variety of somatic cells. (A high somatic cell count can be one indicator of mastitis, an epidemic of the udder tissue.) counting somatic cells provided to require sending milk to an offsite lab and also waiting a mainly or more for results; making use of a microscope and an app, Milk Guardian deserve to analyze a sample on place in six seconds or less. The accessory and app cost $1,800.”39


(Left) Milk Guardian gives hardware and also an application to change an iphone so it have the right to count somatic cell from a sample to determine udder infection; (right) the Lely Astronaut a4 robot milks cows so farmers can sleep through pre-dawn milking.

Page 381

EXAMPLE much more than 50 percent of NBA basketball teams use EBDM to improve their team's performance.

1. Wearable monitors. during practice, because that example, players wear a silver dollar–sized chip come monitor your physiological indicators, movements, and posture. Coaches leverage the data to customize a training regiment for each player, every to enhance each player's air conditioning and variety of motion.

1. Camera analysis. during games, cameras track players' movements, and software converts the pictures to data points favor “contested rebounds (with an adversary within 3½ feet), catch-and-shoot success rates, live-ball turnovers and the speed and distance football player travel. . . . The cameras detect the percent players walk, jog, run and sprint, and use those motions to identify the ‘mechanical load’ ~ above players' legs.” teams use the data come customize how players train on off days and how they deserve to prevent injuries.40

A version of Evidence-Based Decision do (EBDM)

Figure 11.3 illustrates a version of EBDM. You have the right to see that proof is provided in three different ways: to make a decision, to inform a decision, and to support a decision.


FIGURE 11.3THE usage OF evidence IN DECISION MAKINGIn each of the three scenarios following, the function of evidence is progressively diminished, until in the final scenario proof becomes an calculation of the decision process. Note also that the dangers increase with each being successful scenario.

“Evidence is supplied to make a decision at any time the decision follows straight from the evidence.” for example, if you want to purchase a specific used vehicle (e.g., Toyota Prius) based on price and color (e.g., red), you would acquire data from the Internet and also classified ads and also then choose the seller supplying the lowest-priced red Prius. “Evidence is supplied to notify a decision whenever the decision procedure combines hard, target facts v qualitative inputs, such as intuition or bargaining through stakeholders.” for instance, in hiring brand-new college graduates, objective data around applicants' past experience, education, and also participation in student establishments would be appropriate input to making a rental decision. Nonetheless, spatu impressions garnered from interviews and references would typically be merged with the objective data to do a last decision. These two provides of evidence are plainly positive and also should it is in encouraged. The same cannot be said around using proof to assistance a decision.

Page 382

“Evidence is provided to assistance a decision at any time the proof is gathered or modified because that the sole function of loan legitimacy come a decision the has already been made.”41 This applications of evidence has both optimistic and an unfavorable effects. Top top the hopeful side, manufactured evidence can be provided to to convince an outside audience that the company is complying with a sound food of action in solution to a complicated and ambiguous decision context. This can lead come confidence and also goodwill about how a firm is responding to environmental events. Top top the an adverse side, this practice can stifle employee involvement and input due to the fact that people will certainly come to think that management is going to overlook evidence and just perform what it wants. Friend know how discouraging this deserve to be if it ever happened come you. There space two takeaways about using evidence to support a decision. First, this practice need to not always be avoided. Second, due to the fact that this practice has both pros and also cons, administration needs to very closely consider when it “might” be proper to overlook disconfirming evidence and also push its very own agenda or decisions.

Big Data: The following Frontier in EBDM

A recent study states that the digital world will reach 40 zettabytes (ZB) through 2020. This shows a 50 percent growth in info from 2010. To put this in perspective, there space 700,500,000,000,000,000,000 grains of sand top top the beaches around the world. Forty ZB is equal to 57 time the number of grains that sand.42 The term big data reflects the vast quantity the data easily accessible for decision making. It also encompasses “the collection, sorting, and evaluation of the information, and the approaches to perform so.”43 The analysis of huge data is intended to revolutionize all elements of ours lives, and also many suppliers are not prepared for this change. For example, a inspection of 800 civilization by the American management Association revealed that just 1 in 4 organizations has the capability to handle huge data.44

Experts estimate that there will be a require for 1.5 million experts in data analytics over the next 5–10 years. Guess who is responding to this need? Universities. Much more and much more universities are supplying majors in data analytics. These levels will train people to usage quantitative and statistical tools to analyze and also interpret huge data. Perform you think that you space suited for this career?

Managers and also companies that successfully utilize large data, such as Kroger (see the Problem-Solving Application), are expected to obtain competitive advantage. Huge data creates value in the following ways:

1. It have the right to make information much more transparent and also usable.

1. It allows organizations, prefer Kroger, to measure and also collect all species of power information, allowing them come implement efforts to boost productivity.

1. The allows more narrow segment of customers.

1. It have the right to be supplied to develop brand-new products.45

One difficulty with large data is that private or sensitive details is an ext easily obtained, which method it can be leaked to others. This is specifically what NSA contractor Edward Snowden walk in 2013. That leaked information around what the NSA was doing with big data.46

Page 383

problem addressing application

Kroger Uses huge Data to enhance Customer Service and also Profits


Behind the scenes at this Kroger supermarket, computers, using infra-red cameras, count shoppers in line to alert managers when come open brand-new lanes and also even to predict future traffic.

Kroger is using large data indigenous infrared cameras to alleviate the wait time in checkout lines. Kroger's system, i beg your pardon is referred to as QueVision, is operating in around 95 percent that its stores. Sales have increased since the device was installed, reports The wall Street Journal.

How does the device Work? The cameras detect human body heat and they are inserted “at the gateways and over cash registers at many of Kroger's about 2,400 stores. Paired with in-house software program that determines the number of lanes that must be open, the modern technology has lessened the customer's typical wait time come 26 seconds. That compares through an median of 4 minutes prior to Kroger started installing the cameras in 2010.”

The data likewise uncovered some additional trends the led to raised sales. “The device showed the there were an ext customers than Kroger establish buying a small number of items in the morning and during lunchtime, and that the express lanes were backing up. For this reason Kroger added 2,000 new express lanes to its stores nationwide, which that credits with cultivation the number of those tiny orders over the last 2 years.”47

YOUR contact

1. Stop 1: What problem was Kroger make the efforts to resolve by installing QueVision? based on Figure 11.3, exactly how is Kroger making use of the data that is capturing?

1. Stop 2: What room the reasons of various spending patterns and also customer service responses?

1. Stop 3: What is your testimonial of Kroger's usage of QueVision? briefly summarize ethical and also privacy issues about their customer business effort.

Chapter 11. Decision Making and Creativity

Page 384


MAJOR inquiry

How execute I decide to decide?


Your decision-making format reflects the manner in which you perceive and comprehend information. Friend will uncover it as an intake in the Integrative Framework. Understanding the 4 general styles of decision make will help you understand exactly how your managers and also coworkers are making their decisions; and it will help you understand yourself that much better, too. The 4 decision-making layouts are directive, analytical, conceptual, and behavioral.

We make plenty of decisions top top a day-to-day basis—from what come wear, come what to eat, come what path to take driving come school, to even if it is or not to challenge a an unfavorable colleague. These decisions are guided by our decision-making style. A decision-making style is exactly how an individual perceives and also comprehends stimuli and also the basic manner in which that or she chooses to respond to together information.48 A team that researchers arisen a version of decision-making formats that is based on the idea that layouts vary follow me two different dimensions: value orientation and tolerance for ambiguity.49

Value Orientation and also Tolerance because that Ambiguity

Value orientation mirrors the degree to which an individual focuses on one of two people task and technical comes to or people and social comes to when making decisions. Part people, for instance, are an extremely task concentrated at work and do not pay much attention to people issues, whereas others are just the opposite. The 2nd dimension concerns a person's tolerance for ambiguity.

This individual difference indicates the extent to i m sorry a person has actually a high need for structure or control in his or her life. Some human being desire a lot of structure in their resides (a low yongin for ambiguity) and also find ambiguous cases stressful and also psychologically uncomfortable. In contrast, others perform not have actually a high need for structure and also can prosper in uncertain instances (a high tolerance for ambiguity). Imagine the ambiguity challenged by mind surgeons when doing surgery. Ambiguous situations can energize civilization with a high tolerance for ambiguity.

When the size of value orientation and tolerance for ambiguity are combined, they kind four styles of decision making: directive, analytical, conceptual, and behavioral (see figure 11.4).



SOURCE: based upon discussion in A. J. Rowe and R. O. Mason, regulating with Style: A overview to Understanding, Assessing, and Improving Decision do (San Francisco: Jossey-Bass, 1987), 1–17.

The Directive Style: Action-Oriented Decision devices Who emphasis on Facts

People through a directive style have a low tolerance for ambiguity and are oriented toward task and also technical concerns when making decisions. They space efficient, logical, practical, and also systematic in their strategy to resolving problems. Human being with this format are action oriented and also decisive and like to focus on facts. In their pursuit of speed and also results, however, these people tend to be autocratic, practice power and control, and also focus on the quick run.

Page 385

Interestingly, a directive style seems fine suited because that an air-traffic controller. Below is what Paul Rinaldi, chairman of the nationwide Air web traffic Controllers Association, had actually to say about his decision-making layout to a reporter native Fortune:

It's no so lot analytical as it is do a decision quickly and also sticking through it. . . . You can't earlier out. You've constantly got to be taking right into account the speed of the airplane, that characteristics, the rise rate, and also how fast it's walk to reaction to her instructions. You're acquisition all that in and also processing that in a break-up second, hoping that it'll all job-related together. . . . We can't do mistakes.50

The analysis Style: Careful and Slow Decision devices Who Like many Information

People through this format have a much greater tolerance because that ambiguity and also tend come overanalyze a situation. They choose to consider much more information and alternatives than execute those with a directive style. Analytical people are cautious decision devices who take longer to do decisions however who also respond fine to new or uncertain situations. Lock can frequently be autocratic.


Elon Musk, on the right, is CEO the SpaceX, CEO the Tesla Motors, and also chair the SolarCity. Musk believes that SpaceX will certainly commercialize space travel. The is well-known to have actually both an analysis and conceptual style the decision making.

Page 386

Chinese consumer Zhang Guangming is a great example that someone with an analysis style. BusinessWeek watch in the an exemplar of other potential car buyers on the mainland. Zhang “has spent hours poring end Chinese automobile buff magazines, surfing web sites to mine data on miscellaneous models, and trekking out to a dozen dealerships across Beijing.” as soon as he settled on a car (either a Volkswagen Bora or a Hyundai Sonata sedan) he started anywhere again on getting the best deal.51

The theoretical Style: Intuitive Decision devices Who Involve others in irreversible Thinking

People with a conceptual style have actually a high yongin for ambiguity and also tend to focus on the civilization or social aspects of a occupational situation. They take it a large perspective to trouble solving and also like to consider many alternatives and future possibilities. Conceptual types adopt a irreversible perspective and also rely top top intuition and discussions with others to gain information. They also are willing to take it risks and are good at finding an imaginative solutions come problems. Top top the downside, however, a theoretical style deserve to foster an idealistic and indecisive strategy to decision making.

The behavior Style: very People-Oriented Decision Makers

This style is the most civilization oriented that the 4 styles. World with this layout work well with others and enjoy society interactions in i beg your pardon opinions are openly exchanged. Behavioral species are supportive, space receptive to suggestions, display warmth, and also prefer verbal to written information. Return they choose to organize meetings, civilization with this format have a propensity to avoid conflict and to be as well concerned around others. This have the right to lead behavioral types to take on a wishy-washy method to decision making and to have actually a difficult time saying no come others and to have challenge making difficult decisions.

Which style Are You?

Research reveals that very couple of people have only one leading decision-making style. Rather, most supervisors have qualities that fall into 2 or three styles. Studies additionally show that decision-making styles vary by age, occupations, personality types, gender, and also countries.52 The adhering to self-assessment will improve your understanding about your decision do style.


What Is my Decision-Making Style?

Go come and complete Self-Assessment 11.2 come measure your decision-making style. Climate answer the following questions:

1. Do you agree through your results? Explain.

1. I beg your pardon of these styles is most essential in your role as a student and also in your present job?

1. Based upon your answer to question 2, what can you execute to modify your decision-making style?

© Dr. Alan J. Rowe, identified Emeritus Professor. Revised December 18, 1998. Reprinted with permission.

11.5 A road MAP TO ethical DECISION MAKING

MAJOR concern

How can I assess the values of my decisions?


Sometimes you may discover yourself confused about the principles of a situation. One method to obtain some certainty is to graph the instance with a decision tree. A decision tree provides a frame for moral decision making.

In chapter 1 we debated the prestige of ethics and the growing concern about the absence of ethical behavior amongst business leaders and also students. Unfortunately, research reflects that many varieties of unethical actions go unreported, and also unethical habits is negatively related to employee engagement.53 while this state of to work partially defines the i of legislations to regulate ethical actions in that company America, we think we deserve to turn to one more place to look because that improvement—the decision-making procedure people communicate in. Moral acts at some point involve separation, personal, instance or team decisions. It thus is important to consider the concern of honest decision making. Harvard business School Professor Constance Bagley argues that a decision tree can help managers come make an ext ethical decisions.54

A decision tree is a graphical depiction of the process underlying decisions, and it mirrors the consequences of making various choices. Decision trees are provided to assist in decision making. You have the right to follow Bagley's decision tree, displayed in figure 11.5, by asking the complying with questions:

1. Is the proposed action legal? This may seem like typical sense, yet you would certainly be surprised how some managers and also companies skipping this question. For example, Synthes, a medical machine maker, chose to industry Norian XR, a cement that possibly turns right into bone once injected right into humans, for spine surgeries in spite of being told no to by the Food and Drug Administration. At the very least five world died on the operation table after gift injected through Norian.55


The 2013 building collapse in Rana Plaza in Bangladesh is the biggest garment factory accident in history. Sadly, 1,129 civilization died in this tragedy. This tragedy can have been prevented by better management.

1. If “yes,” does the proposed activity maximize shareholder value? A decision maximizes shareholder value as soon as it outcomes in a much more favorable financial position (e.g., enhanced profits) for an organization. Whether or no an action maximizes shareholder value, the decision tree shows that managers still require to take into consideration the honest implications the the decision or action.

1. If “yes,” is the proposed action ethical? The answer come this inquiry is based on considering the positive effect of the activity on an organization's other key constituents (customers, employees, the community, the environment, suppliers) versus the benefit to the shareholders. For example, Bangladesh manufacturing facility owners bullied employees to job-related in a building despite warnings from designers that one exterior crack made the unsafe. They walk this out of fear of losing business, a an unfavorable impact ~ above shareholder value.

Page 388

As you might know, the building collapsed, death 1,129 people. In this case, the decision to force workers to get in the structure may have actually benefited the shareholders, but it was very bad because that employees and also the country.56 Ethically, then, supervisors should not have motivated workers to go into the building, obviously.

1. If “no,” would it be ethical not to take the suggest action? If an action would no directly benefit shareholders, you require to take into consideration whether it would certainly be honest not to take it the suggest action.

Returning to the instance of manufacturing facility owners bullying workers to go into a damaged structure in Bangladesh, this decision to be harmful to various other stakeholders—employees and the country. Thus, the honest conclusion might be to ask employees to enter the structure after addressing the structure problems and also to ask customers for part leeway in pour it until it is full orders.



It is important to keep in mind the the decision tree cannot carry out a rapid formula that managers and organizations have the right to use to advice every ethical question. Ethical decision do is not always clear-cut and also is influenced by cross-cultural differences. Organizations are encouraged to conduct principles training and also to boost awareness around cross-cultural issues when the job-related involves world with mixed cultural backgrounds.57 the said, the decision tree does carry out a structure for considering the trade-offs between managerial and also corporate actions and also managerial and also corporate ethics. Shot using this decision tree the next time girlfriend are confronted with a significant ethical question or problem.


MAJOR inquiry

What are the pros and cons of team decision making and the assorted problem-solving tools?

THE BIGGER picture

You've probably seen both great and negative come out of a group decision. OB confirms that team decisions deserve to lead to mixed results. That identifies 5 potential advantages and 4 disadvantages. Knowing them arms you with info to assist you maximize the advantages and minimization the disadvantages. In this ar you will uncover contingency recommendations for involving groups in decision making and three useful group problem-solving techniques: brainstorming, the nominal group technique, and also computer-aided decision making.

The famous press and movies celebrate individual heroes like Robert Downey Jr. (aka Tony Stark) in stole Man. Stark make his very own decisions in saving the planet from ruin. Most managers, however, occupational with others and make decision by including others. Although groups don't generally make as efficient decisions as the ideal individual acting alone, study reveals that teams make much better decisions than most people acting alone.58 It hence is beneficial for you to learn about decision do in groups.

Advantages and Disadvantages of team Decision Making

We frequently have to decide whether to make a decision alone or to consult through others. The following list of benefits and defect can aid you decide what come do.

Advantages The following five benefits are most most likely to be uncovered when the team has endure with the problem at hand and also when that is diverse in state of attributes like personalities, gender, attitudes, and also experience.59

1. Greater swimming pool of knowledge. A team possesses much more information and knowledge 보다 one individual acting alone.

1. Different approaches to a problem. individuals with various backgrounds and also experiences carry varied perspectives come diagnosing and solving problems.

1. Greater commitment come a decision. Participation and also a voice in decision making are an ext likely to result in commitment come a decision. This subsequently leads team members to accept and also feel responsible for implementing a proposed solution.

1. Better knowledge of decision rationale. Participating in a decision increases group members' understanding around why a decision is gift made and what must take place to implement it. This consequently reduces miscommunication among people.

See more: Watch The Hunger Games Free 123, The Hunger Games (3 Book Series) Kindle Edition

1. More visible function modeling. much less experienced