A new study reveals how the brain can make decisions based not only on direct experiences, but also on indirect associations ...

A team of researchers examined whether picturing a choice impacts whether someone will make that choice in reality.

Every decision begins invisibly. Long before someone acts, the brain is already hard at work gathering evidence, weighing ...

Every decision begins invisibly. Long before someone acts, the brain is already hard at work gathering evidence, weighing ...

Innovation thrives on speed and adaptability. Here’s a simple four-step process to streamline decision-making and execution.

If fresh organic berries blow the budget, buy them frozen. They’re picked at peak ripeness, flash‑frozen within hours, and ...

Hal Hershfield, Ph.D. is the UCLA Anderson Board of Advisors Endowed Term Chair in Management and professor of marketing, behavioral decision making, and psychology at UCLA’s Anderson School of ...