Why we are a nation of bad decision-makers

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  • In the wake of National Decision Day, new research suggests that now is the time to stop dithering and start deciding…

    After a fun-filled weekend the nation writes off Monday and finally snaps back into action on a Tuesday, as 49 per cent of Brits claim Tuesday is the most decisive day of the week.

    Microsoft‘s search engine Bing launched National Decision Day this week, helping us to get decisive. Aimed at everyone who struggles with decision-making, this call to action is supported by research that reveals Tuesday’s aside, we tend to dither or react in haste when it comes to decision-making.

    Women in particular struggle to make conscious choices: almost half of females (48 per cent) claim they make a decision based on a gut feeling.

    Life-changing choices seem to take a fraction of time and small ones can fill the day, with the study revealing two thirds (66 per cent) pick a political party without hesitation. However, not all campaigning will go to waste if Brown and co focus on youth, as 45 per cent of 18-24 year olds do spend time weighing up their voting options, compared to 78 per cent of 65+ who are set in their ways.


Another decision that requires more thought is ending a relationship, but a third of people (32 per cent) dump their partner on a whim, even though a quarter (25 per cent) will umm and ahh over what sandwich to have for lunch. After the recession the one decision the nation doesn’t take lightly is a change of job with almost two thirds (63 per cent) putting strong thought behind their next work environment.


Paul Stoddart, Bing’s Consumer and Online UK Search Lead said: ‘We’re faced with an average of 107 decisions a week so the choices available can be overwhelming with the added pressure to make the right decision.

    ‘A quarter (25 per cent) of Brits look to the internet for help with decision making and often the first port of call is a search engine. Bing works by organising results in a more logical, user-friendly way that reduces internet clutter.’


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