Confident Decision-making: How to Make the Right Decision Every Time

by J. Edward Russo, Paul J.H. Schoemaker

This is the result of a special study and scientific research undertaken by the authors. Its aim is to show the reader how to "frame" a problem correctly and follow a process which will enable the right decision to be reached more easily. It also offers short-cut methods designed to overcome errors often made by self-taught decision-makers. Once the way to identify and avoid possible pitfalls has been learned - for instance, by collecting key factual information rather than relying on assumptions and by not plunging in before considering the best way of tackling an issue - confidence in one's decision-making abilities grows.

304 pages, Hardcover

First published February 1, 1991

About the author

Professor Russo holds a bachelor's degree in mathematics, a master's degree in probability and statistics, and a doctoral degree in cognitive psychology. He has consulted for numerous public and private organizations. His research centers on decision making for managers and consumers. His published work has dealt with advertising, behavioral methodologies, consumer-information aids, decision processes, the distortion of information during a decision, and product knowledge.