In a now-famous experiment published in the Journal of Consumer Research, Baba Shiv and Alexander Fedorikhin asked students to choose between chocolate cake or a healthy fruit salad. Prior to that, ...

Recent research has shown that going with our intuition, or gut instincts, helps us make accurate decisions. Many successful leaders acknowledge that their intuition has helped them through the most ...

While so many competing agendas vie for our attention, it is more important than ever that we can trust our intuition and our own experience to begin making the most informed and best decisions for ...

Intuition, a profound aspect of human cognition, is often misunderstood. It’s the ability to understand something instinctively without needing conscious reasoning. That gut feeling guides us through ...

We've all felt that inner unease before making a big decision: changing jobs, moving, or even entering into a relationship. This feeling may seem like a hunch, but is it really intuition or is it ...