Differences Between Intuitive and Rationale Decision Making

Running head: DECISION MAKING
DECISION MAKING
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1DECISION MAKING
Introduction
In this essay, the aim of the discussion will be to research the differences between the
two decision making processes, namely intuitive decision making and rationale decision
making. The strengths as well as the weaknesses of the two decision making processes will
also be discussed in this essay.
Decision Making
The tem decision making can be termed as the process of making the choices by
identifying or recognizing a decision, collecting the information as well as assessing the
alternative resolutions. A step-by-step decision-making process will help to take the
intentional and thoughtful decisions by arranging relevant information as well as defining the
opportunities. This approach helps to increase the chances to choose the most satisfying
alternative which will be possible to achieve. It is also termed as the cognitive process which
results in the selection of a belief or a series of action among many alternative possibilities.
Each and every decision making process results in a final choice, which may or not be called
as a prompt action. Decision making is the way of identifying as well as choosing alternatives
based on the preferences, values and beliefs of the decision-maker. It is one of the most
challenging as well as challenging issues which are faced by the managers in all the sectors or
industries in the world, especially in the hospitality industry, where prompt actions or
decisions are need to be taken more than any other industries, which requires swift decisions
as well as quick actions. There are mainly two types of decision making process. They are –
Intuitive Decision making process and Rationale Decision making process. The managers
approach the issues or the problems by taking help of either of the decision making process or
both of them. Decisions help to run the business operations smoothly, which helps to
maintain and sustain the brand image of the organization as well revenue generation of the

2DECISION MAKING
company is also not hampered. Sometimes, in case of emergency situations, improper
decision making may affect the whole business operations of a particular organization.
Decision making is an important function of a manger, whether they are in hospitality or any
other kind of industry (Ruff et al 2013).
Intuitive Decision Making Process
It can be termed as the non-sequential information processing mode. It is the process
or way to acquire the information by the help of associated learning and captured in long-
term memory which is assessed unintentionally to form the base where the decision or
judgement will be taken. This information can be conveyed through affect persuaded by
exposure to the available opportunities or options, or through automatic cognition. Intuition is
based on the implicit or absolute knowledge available to the decision-maker (Kaufmann,
Meschnig and Reimann 2014).
Strengths
This decision making process takes the help of the scientific approach which requires
a huge collections of data as well as regular assembling of information in order to control as
well as review the decisions taken by the managers. It also follows the scientific approaches
to decision making which is a time consuming process. The scientific decisions are based on
the past information, which helps to take decisions more effectively and efficiently.
Weaknesses
The information gathered can be flawed, which will lead the decision making process
lengthy or time consuming as well as may lead to take wrong decisions as well. Short term
emotional bias can also hamper the decision making process. Inappropriate application as
well as insufficient application of alternatives to decision making process is also another