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国外营销论文08Dane_Pratt_2007_AMR
Academy of Management Review
2007, Vol. 32, No. 1, 33–54.
EXPLORING INTUITION AND ITS ROLE IN
MANAGERIAL DECISION MAKING
ERIK DANE
MICHAEL G. PRATT
University of Illinois at Urbana-Champaign
We review and reconceptualize “intuition,” defining intuitions as affectively charged
judgments that arise through rapid, nonconscious, and holistic associations. In doing
so, we delineate intuition from other decision-making approaches (e.g., insight, ra-
tional). We also develop a model and propositions that incorporate the role of domain
knowledge, implicit and explicit learning, and task characteristics on intuition effec-
tiveness. We close by suggesting directions for future research on intuition and its
applications to managerial decision making.
The human brain can be a magnificent synthe- shows how managers use intuitions for strategic
sizer of disparate pieces of nebulous information, decisions, such as whether to invest capital in a
and often formal techniques and procedures
thwart and inhibit this mysterious mechanism project or whether to market controversial pre-
from operating efficiently (Raiffa, 1968: 272). scription drugs. Hayashi (2001) frames several
high-profile executive-level decisions, including
A classic trade-off noted by decision theorists the development of the Dodge Viper and the
is that decision accuracy is often inversely re- prime-time launch of Who W
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