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4
heuRisTic, inTuiTion,
oR impulse
How to Tell the Difference and
Why It Is Important to Decision Makers
JAMES HOWARD
Graduate School
University of Maryland University College
4.1 Introduction
e purpose of this chapter is to summarize and integrate what
weknow about intuition, heuristics, and impulses and help clarify
their role in decision making. is has an important relationship with
forward-looking research, because these drivers of decisions have both
a conscious and unconscious source. Decision making as a field of
study has been popular since the mid-1940s; however, opportunities
exist to integrate these efforts into a more holistic framework.
Forexample, Howard (2012) performed a meta-analysis associated
with the accumulation of fina