Decision making would appear to be an exercise in rational thought. Apply your mind to the task of gathering the facts and weighing the alternatives and voila, you produce a sound decision. Unfortunately, evidence suggests that people are less "rational" in their decision making than they might think.
A recent Newsweek article (http://www.newsweek.com/id/191430) explains an application of behavioral economics, "an academic field that studies the role of environmental factors in decision making." "Stealth health" is getting kids to eat healthier not by limiting choices, but by pushing them towards the best choices. Examples of "stealth health" methods include giving healthy food appealing names and making healthy food easier to access. Such methods work at a subconscious level, overcoming kids' "rational" desire for sweets and other junk food.
The Spring 2009 edition of On investing, Charles Schwab & Co.'s quarterly magazine, contains a thought-provoking article by Greg Forsythe on the impact of biology on investor decisions (http://oninvesting.texterity.com/oninvesting/2009spring_2/?pg=36). Forsythe explains that the inner brain, which "reacts instinctively and emotionally," can trump the outer brain, which "processes information intellectually," in making investment decisions.
My point is not that you should make decisions based on cold, hard facts and that decisions you make based on subconscious urgings are somehow faulty. My point is that you are not only a decision maker, but also a human being. As a human being who makes decisions, you cannot help but generate and consider emotional input data.
Your assignment for this week is to pay attention to the emotional side of your decision making. Before, during and after you have made some decision, document the feelings and emotions of which you are aware.
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