We like to think that we are logical and that when we are making a decision, we carefully weigh all of our alternatives. When it’s time to buy a new car, do we read all the specs and reviews, and choose the one that is the safest and most economical? When it’s time to renew the chatbot service, does Kelly do a study to see how much use she has made of the “Pro” services and evaluate whether she should stay with that level and pay that amount each month?
These would be the logical ways to make the decision, and although we sometimes make decisions rationally and logically, there are hundreds of decisions we make every day, and we don’t do a logical think through of every one. Even the big decisions where we think we are being logical, the research shows that most of our decisions — big or small — are made unconsciously and involve emotion.