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Decision Making

The cognitive process of selecting a course of action from alternatives using preferences, evidence, constraints and anticipated consequences.

Last reviewedDarrin Baines IP Ltd

Concept Architecture

Concept

Decision Making is the cognitive process of selecting a course of action from alternatives using preferences, evidence, constraints and anticipated consequences.

Purpose

Provides the behavioural foundation for understanding choices made by patients, clinicians, payers and policymakers.

Sources

  • Kahneman D. Maps of bounded rationality: psychology for behavioral economics. American Economic Review. 2003;93(5):1449?1475. doi:10.1257/000282803322655392.

Library

Tools & Resources

1
  • GuidanceFeatured

    Cost consequence analysis: health economic studies — Office for Health Improvement and Disparities, 2020 (UK Government)

    Official practical guidance on selecting, conducting and reporting cost-consequence analyses, including perspective, incremental comparisons and disaggregated results.

Frequently Asked Questions (6)

  • What is decision-making?

    The cognitive process of selecting a course of action from alternatives using preferences, evidence, constraints and anticipated consequences.

    Source: Kahneman D. Maps of bounded rationality: psychology for behavioral economics. American Economic Review. 2003;93(5):1449-1475. doi:10.1257/000282803322655392.

  • What kind of process is decision-making?

    Decision-making is a cognitive process, one of selecting a course of action from alternatives using preferences, evidence, constraints and anticipated consequences. It takes place in the mind of the chooser, weighing options rather than following a fixed rule. Being a cognitive process of choosing among alternatives is what decision-making is Because the process weighs what is wanted against what is known and what is possible, it can be shaped by how options are framed, which is why the presentation of choices receives so much attention.

    Source: Kahneman D. Maps of bounded rationality: psychology for behavioral economics. American Economic Review. 2003;93(5):1449-1475. doi:10.1257/000282803322655392.

  • What does decision-making select from?

    Decision-making selects a course of action from alternatives, choosing one option from among several available. The presence of alternatives is what gives the process something to decide between. Selecting from alternatives, drawing on preferences, evidence, constraints and anticipated consequences, is central to decision-making Because the process weighs what is wanted against what is known and what is possible, it can be shaped by how options are framed, which is why the presentation of choices receives so much attention.

    Source: Kahneman D. Maps of bounded rationality: psychology for behavioral economics. American Economic Review. 2003;93(5):1449-1475. doi:10.1257/000282803322655392.

  • What does decision-making draw on to reach a choice?

    Decision-making draws on preferences, evidence, constraints and anticipated consequences to reach a choice, weighing what is wanted, what is known, what limits apply and what is likely to follow. These inputs shape which course of action is selected from the alternatives. Drawing on these considerations is how decision-making arrives at a decision Because the process weighs what is wanted against what is known and what is possible, it can be shaped by how options are framed, which is why the presentation of choices receives so much attention.

    Source: Kahneman D. Maps of bounded rationality: psychology for behavioral economics. American Economic Review. 2003;93(5):1449-1475. doi:10.1257/000282803322655392.

  • What role do anticipated consequences play in decision-making?

    Anticipated consequences play the role of one of the inputs decision-making weighs, since the process selects a course of action partly by considering what each alternative is expected to lead to. Looking ahead to likely outcomes helps distinguish the options. This use of anticipated consequences, alongside preferences, evidence and constraints, is part of decision-making Because the process weighs what is wanted against what is known and what is possible, it can be shaped by how options are framed, which is why the presentation of choices receives so much attention.

    Source: Kahneman D. Maps of bounded rationality: psychology for behavioral economics. American Economic Review. 2003;93(5):1449-1475. doi:10.1257/000282803322655392.

  • How does decision-making relate to active choice?

    Decision-making is the cognitive process of selecting a course of action from alternatives using preferences, evidence, constraints and anticipated consequences, while active choice is a choice architecture approach that requires an individual to make an explicit selection rather than accept a default. Active choice compels the decision-making to be exercised rather than bypassed. The two are connected, since active choice forces a deliberate act of decision-making Because the process weighs what is wanted against what is known and what is possible, it can be shaped by how options are framed, which is why the presentation of choices receives so much attention.

    Source: Kahneman D. Maps of bounded rationality: psychology for behavioral economics. American Economic Review. 2003;93(5):1449-1475. doi:10.1257/000282803322655392.

Trust Record

Verified by Dr Darrin Baines

British health economist

Professional identity: darrinbaines.org

Verification date: 16 Jun 2026

Content version: 1.0.0

Canonical Identity

Term code
HE-EE-BE-041

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