Scope and outline of the study

Everybody makes decisions, many times a day, perhaps thousands of times a day Most decisions come naturally, a well-trained reaction to familiar stimuli to which people apply habitual responses. Some decisions are a little bit harder, because they are not a routine business and have more important consequences. Buying a new car, changing job or leaving for an expensive holiday are decisions which are worth some attention. For these decisions, it seems obvious that we should spend time gathering information, asking people for advice and “making-up” our minds. This requires time, effort, and perhaps money. The resources allocated for the analysis of the decision depend on the magnitude of its consequences: choosing where to go on holiday is likely to be far less demanding than deciding in which country to settle for the next ten years.