Huang arrived at that conclusion after interviews and observations of more than 100 angel investors over the course of the past decade. “When people are making these sorts of decisions, it is much more complicated than we typically think,” she says. While we might be likely to relegate gut feel to Type 1 thinking, Huang has found that what investors mean by the term is actually a combination of Type 1 and Type 2 decision making. Type 2, by contrast, is more analytical and deliberate, using higher cognitive processing. Type 1 is characterized by impulsive, instinctual, emotional reactions, often made quickly and without much thoughtful analysis. Behavioral psychologists typically divide decision-making processes into two types.
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