It is proven that the human being tendsbeings tend to make decisions preferably in an emotional way, using an easy and simple technique based on:
a) previous solutions that have "worked" in similar circumstances;
b) solutions which one is familiar with.
This mental scheme affects negatively affects the decision-making process, because:
- it leads to actacting unconsciously and instinctively;
- it precludes the opportunity to take into account valuable information and/or parameters that are relevant in the decision process;
- it leads to neglectneglecting possible alternatives;
- it inhibits any interest to listenin listening to other people's opinionopinions.
Heuristic traps are commonly found:
- in single individuals (= individual decision-making);
- in groups with a strong internal cohesion and/or in the presence of a strong leader or as a result of the Groupthink effect (described in the next paragraph on group dynamics);
- generally in people with limited expertise in the task and in the decision-making process.