Just Think

Why do people seem to prefer intuitive rather than equally valid or more valid nonintuitive alternatives? Intuitive decisions arise because intuitions often seem to be common sense that everyone can understand, and the subjective ease leads people to hold their intuitions with high confidence.
Intuition and intuitive knowledge comes to the individual without requiring a slow rational process, not much thinking is required. The intuitive decision is often hard to explain because each individual uses acquired knowledge that is deeply personal and unique to them. It use to be a general belief that intuition was an irrational process but I don’t feel this is true, because a decision is made intuitively does not mean our brain is disconnected from the process, it just means our subconscious recognizes “cues” and signals derived from experience and learning and then the individual reacts based on previous experience and learning. It is misleading to say that such a process is irrational, the process simply doesn’t use the well recognized rational processes of evidence and deduction. Every day there are countless choices that people make without much thought. They tend to apply rules and copy solutions from their own or others past experience rather than solve every problem they encounter on a daily basis.
We need to take this ability seriously as it leads to important insights; it can also betray us because quick judgment is highly influenced by the environment and predispositions.