DECISION-MAKING: THE POWER OF NEUROSCIENCE AND BEHAVIOR IN OUR EVERYDAY LIVES – PART 1

Decision-making is a crucial aspect of human life, influencing both personal and professional realms. In this article, we delve into the intricate cognitive processes behind the choices we make, delving into the depths of social psychology, behavior, and neuroscience. From simple decisions to those shaping the fate of companies and careers, each choice is shaped by a complex interplay between the conscious and the unconscious. As we delve into the first part of this study, we address the influence of cognitive schemas on reality perception, highlighting how our past experiences shape our present and future choices. Understanding these processes is crucial for developing effective decision-making strategies and maximizing our potential for success.

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DECISION-MAKING

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Imagine the following scene: it's a sunny Friday afternoon, and you're sitting in a well-lit meeting room, surrounded by eager colleagues and hopeful senior management awaiting your decision. Tension fills the air as discussions unfold about the company's next strategic move. The pressure is palpable, and everyone is aware of the importance of the decisions to be made in the coming hours.

As a team leader, you're at the center of attention. All eyes are on you, awaiting your guidance and clear decisions. A proposal has been presented, an opportunity for expansion into new markets promising to drive company growth. However, risks are involved, and uncertainty looms over the feasibility of this venture.

As your colleagues debate the pros and cons of the proposal, you find yourself at a crossroads. On one hand, there's the enticing prospect of growth and success, but on the other, there's fear of the unknown and the possibility of failure. The weight of responsibility rests on your shoulders, and the need to make the right decision is evident.

As time passes and the discussion continues, the pressure only mounts. You feel the burden of responsibility on your shoulders, and the urgency of a response becomes almost unbearable. However, despite all eyes fixed on you and the growing expectations, you find yourself paralyzed, unable to move forward with confidence.

This situation, familiar to many professionals, illustrates the complexity and challenges of decision-making in the corporate world. Pressure, uncertainty, and responsibility can make even the simplest choices a daunting task. However, understanding the cognitive processes behind these decisions and learning strategies to deal with them can make all the difference in business success.

The fact is, we are daily involved in a maze of choices that often go unnoticed. From waking up to falling asleep, a series of actions are almost automatically executed: brushing teeth, taking a shower, selecting the day's outfit, savoring morning coffee, going to work, driving, exchanging greetings with colleagues - these are everyday gestures that become almost mechanical rituals, performed without conscious reflection on their execution process.

Today, driven by technological advancements and numerous advances in neuroscience, we understand that a significant portion of all brain activities occurs unconsciously. Surprisingly, studies indicate that 100% of our choices are determined before we even become aware of them, within a range that can vary from 250 milliseconds to a few seconds before we perceive their nuances. In reality, our brain is always making a "bet" for the next moment. Neuroscience confirms: the unconscious is constantly anticipating the next moment, guiding us through decisions shaped by past experiences.

However, it is important to note that these myriad decisions, although seemingly trivial, play a crucial role in our personal, social, and professional lives. Each choice, no matter how insignificant it may seem, subtly shapes our path, influencing our interactions, achievements, and challenges.

The brain, a complex organ responsible for approximately 20% of the body's total energy consumption, challenges conventional notions of energy efficiency. While many attribute its functioning to energy consumption, in reality, the unconscious operates with the purpose of optimizing cognitive processes, sparing efforts to favor learning and adaptation. It is an evolutionary mechanism that prioritizes our survival and directly influences the choices we make, giving us a sense of control over our reality. This automation of choices is a reflection of the search for familiarity and efficiency, but it also underscores the importance of constantly challenging our own limitations. After all, it is through the exploration of new mental territories that we expand our understanding of the world and propel our personal development.

Who hasn't bought something and regretted it later? Acted in a certain way and then felt embarrassed? Made decisions on impulse that later harmed you?

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As we accumulate tasks and responsibilities in our daily lives, the brain tends to seek to automate our actions. It's not just about choosing what clothes to wear, which path to take, or sending a quick message. To gain some control over life, focus is needed. In this sense, there are decisions that require careful analysis but, due to lack of time and daily pressures, end up being made without deep reflection. In the work environment, for example, the unconscious can lead us to follow certain beliefs, repeat mistakes, neglecting other possibilities that would be important to solve problems, sign contracts, hire or fire people, approve projects, allocate financial resources, choose a new job, and it is even present when choosing someone to relate to. There are countless daily decisions that directly impact our lives and those of others, many of which are influenced by the automatism we develop to deal with the world around us.

Our automaticity is the product of an intricate web of cognitive processes largely divided by neural schemas that involve the entire brain. Schemas fundamentally have important unconscious effects on three basic processes: attention, encoding, and retrieval. Attention refers to what information we perceive. Encoding refers to the process by which the information we perceive is stored in our memory. Finally, retrieval refers to the process by which we retrieve information from memory to use it in some way, such as making judgments about other people.

We find that schemas have a comprehensive influence on the fundamental aspects of human cognition. When it comes to attention, schemas act as filters, directing our perception to information consistent with them, while those that do not fit are often ignored unless they are extreme to the point of being unavoidable. For example, imagine a student who, when reading about a new concept of quantum physics, tends to focus on explanations that align with their previous understanding of the subject, ignoring details that contradict their expectations.

In the process of encoding memory, information that captures our attention is more likely to be stored in long-term memory. Typically, this encoding favors data that are consistent with our mental schemas. However, information that challenges these schemas may be encoded uniquely, standing out for being unusual. For example, when learning a new language, words that do not follow the usual grammar rules may be memorized separately due to their peculiarity, even if initially they contradict the learner's expectations.

When it comes to memory retrieval, the question arises as to which type of information is remembered more easily: that which is consistent or that which is inconsistent with our schemas? Studies suggest that people tend to more easily recall information that is aligned with their schemas, reflecting a preference for data that confirms their preconceptions. However, this tendency can be influenced by how memory is measured, leading to an apparent predominance of consistent information. For example, when participating in a survey about food preferences, participants may more frequently report foods that fit their healthy habits, but when asked to specifically remember the foods consumed in a meal, they will also recall those that deviate from the usual pattern.

Therefore, the answer to the question of which type of information is better remembered - that which is consistent or inconsistent with our schemas - is not simple. It depends on the methodology used to assess memory and can vary among individuals. Although people tend to report a preference for consistent information, memory can store both congruent and incongruent data with our schemas, reflecting the complexity of human cognition.

This depends on the way memory is measured. In general, we tend to always prioritize remembering information that is consistent with our schemas, but in fact, information inconsistent with the schemas can also be strongly present in memory. At this point, it is important to highlight that the effects of schemas on real cognition (for example, what we remember, how we use this information to make decisions or judgments) are strongly influenced by many other factors, but what is necessarily intrinsic to all our memories are emotional and sentimental factors. For example, such effects are greater when the schemas themselves are well developed and strongly established and greater when cognitive load - how much emotional and sentimental effort we are investing at a given moment - is higher rather than lower. Moreover, it is crucial to understand that we rely on our schemas when we are trying to deal with a large amount of real information at the same time, as the frameworks allow us to process this information with less effort.

The unconscious manifests itself from an individual's motivational state in the present moment, fundamentally linked to pleasure, which occurs between gains and losses, and encompasses areas from primary ones such as the brainstem and basal ganglia to the entire limbic region. It is from here that emotional reactions emerge, filtering the information it understands to be priorities for the next moment of life and establishing criteria for the emotional state, becoming responsible for shaping our feelings within the context of the reality presented.

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Subsequently, the activity of the frontal areas comes into play, particularly the prefrontal cortex, associated with consciousness, decision-making planning, impulse control, and rational decision-making. It is important to emphasize that all brain regions participate and contribute interdependently, with some performing more or less activities depending on the case.

Even when we become aware of the moment to make a decision, the so-called present state or "now" state, the prefrontal cortex interacts with other executive areas of the cortex, where thoughts and feelings are constructed. In this complex interaction between the conscious and the unconscious, the choice that represents a greater amount of past experiential information tends to prevail, the one that has more traces in memories compared to the present moment. Thus, thinking strengthens around the chosen option, guided by previous experiences in pursuit of gains in the present.

However, when a conflict arises between social preferences and personal interests, the prefrontal cortex comes into action as a crucial referee in resolving these conflicts. The notion that social preferences, such as money donations, rejection of unfair offers, and trust in others, are authentic expressions of preference, gains prominence, as the brain tends to follow its principle of seeking gain, while also considering its personality-forming structure and sociability capacity. In this sense, in addition to experiences, genetic factors come into play, adding an additional dimension to the equation. Behavioral patterns and emotional inclinations are also influenced by each individual's genetic predisposition. This interaction between genetic inheritance and lived experiences shapes our world perception and influences our decisions, highlighting the intrinsic complexity of the human decision-making process.

It is crucial to emphasize that when opting for something that contradicts our past experiences or lacks substantial references to support a valid decision, it is necessary to persevere to consolidate this new experience. Otherwise, the brain may discard this option and tend to choose the one reinforced by more familiar pre-existing activities, which, in turn, strengthens the choice, justifying it through thoughts that corroborate with our established beliefs. This phenomenon also explains resistance to change and the difficulty in challenging our comfort zone. In all decision-making, simple or complex, the unconscious exerts a significant influence because it shapes our perception of reality, evaluates the available alternatives, and seeks to maximize gains and minimize losses.

Our brain bases its choices on the perception of senses (sensory and somatosensory), which are filtered and interpreted by emotions, influenced by our past experiences, also incorporating criteria such as environmental particularities, local customs, culture, psychological simplification, hormonal, physical, biological state, and genetic factors, which are directly linked to our personality. Ultimately, all choices are driven by the desire to obtain pleasure, intrinsically linked to the subjective perception of gains and losses. In other words, we do not make decisions in life without considering the possibility of gains. This inherent complexity in the decision-making process tends to follow comparative patterns, being influenced by past experiences that shape our present choices. This explains why we tend to reinforce our beliefs and feed them more and more, generating a cycle of "feedback loop" that perpetuates our own truths.

In this sense, it is unquestionable to affirm that as a person acquires knowledge and experience throughout life, exploring various possibilities, they progressively become less dependent on preconceived beliefs. This experiential enrichment opens doors to discovering more precise solutions to problem-solving, expanding their perspective and analytical capacity. The relentless pursuit of new learning and experiences not only strengthens independent thinking but also stimulates the development of an open and flexible mind, capable of easily adapting to the demands and challenges of daily life.

It is crucial to understand that, during the decision-making process, the brain meticulously evaluates evidence, distinguishing those with negative emotional charge from those that are positive. Moreover, it does not limit itself to considering an event in isolation but makes an interconnection with past experiences, prioritizing the decision that best aligns with the present emotional state and the intensity of bodily sensations at the moment. This complexity is exacerbated by the subjective and referential nature of all available information. The brain, in turn, does not process all this information consciously; many of them are discarded before even reaching our consciousness. It selects those that best fit the current context, directly influencing the decision made. For example, if someone finds themselves in a state of happiness, enjoying good company and a pleasant environment when deciding on a candidate, their choices are likely to be influenced by this positive state. The reverse is also true, demonstrating the complexity and influence of emotional states on decision-making.

Another crucial aspect to consider is that our brain imposes limits on the number of options available for decision-making. When a certain neural network is activated to process a specific context, it inhibits the activity of other connected networks. Neurons involved in processing a specific stimulus are activated and suppress the activity of neighboring neurons unrelated to the stimulus.

But that's not all! It's crucial to highlight that, although schemas are built based on our past experiences and often help us make decisions more efficiently, they also have a negative side. By shaping what we perceive, store in memory, and retrieve, schemas can distort our understanding of reality. For example, schemas are fundamental in the development of prejudices, forming the basis of stereotypes about specific social groups. Unfortunately, once formed, schemas tend to be extremely resistant to change, exhibiting a strong perseverance effect and remaining unchanged even in the face of contradictory information. If we encounter an exceptionally talented and successful person who belongs to a frequently stigmatized social group, instead of adjusting our schema, we may categorize them as an exception, creating subtypes for those who do not fit the stereotype. Worse still, schemas can become self-fulfilling, influencing our decisions and actions to confirm the existing schema. This phenomenon, known in psychology as a self-fulfilling prophecy, demonstrates how our expectations can shape reality, affecting our choices and the way we interact with the world around us.

It's also worth remembering that until decades ago, many theories argued that the quality of choices was directly linked to the quantity of options available - the more options, the better. However, this view has proven to be mistaken. With the advent of globalization, it became evident that an excess of options can generate stress and impair the decision-making process. Although the human mind relies on making choices, too many options can lead to a sense of loss after the choice is made. This feeling of loss can lead to self-criticism and the search for scapegoats to justify the decision, such as labeling a store, restaurant, or salesperson as dishonest. Moreover, the brain tends to form memories that turn into beliefs to avoid similar negative experiences in the future, further feeding hesitation in choice.

In situations of deadlock, where resolution proves difficult, it is common to feel motivated to give up to avoid the feeling of guilt associated with decision-making.

In this context, when choice options are limited, the senses play a more instructive role. Colors, smells, temperatures, flavors, and patterns, driven by these sensory stimuli, automatically activate millions of neurons, suppressing others. This results in lower cognitive demand for decision-making and more favorable choice criteria.

In these circumstances, decisions tend to be guided by familiarity with past experiences that provided more significant gains - those that were associated with feelings of satisfaction, pleasure, and joy. Subjectively, repeating past choices seems more sensible, which can reinforce the tendency to stay in the comfort zone.

The impact of advertising campaigns on habit formation is not surprising. They are strategically designed to influence emotions and deceive the brain, inducing feelings of pleasure. These strategies are employed to tailor brands and products to consumers' needs and desires, often before they themselves recognize such needs. By triggering the automatic brain through emotions, advertising campaigns seek to create positive associations and stimulate the repetition of consumption behavior. Protecting oneself from these influences is not impossible, but it is certainly challenging.

Despite the numerous internal and external pitfalls we face daily, it is crucial to understand that certain decisions are complex, involving risks both for ourselves and others. In these situations, it is imperative to apply rationalization and seek to take appropriate control over our choices.

Fortunately, there are methods and strategies that can guide us to make more accurate decisions. It is possible to take some control and position ourselves ahead of circumstances. If you often find yourself postponing important decisions or letting others decide for you, it's worth paying attention to the following tips that will be thoroughly presented in the other two parts of this article. After all, as we conclude the first part of this study on decision-making, it becomes evident that there is much more to explore. By understanding the intricate mechanisms that guide our choices, we empower ourselves to make more conscious and assertive decisions. In the next sections of this article, we will delve deeper into the methods and strategies that can guide us to make more accurate decisions, as well as the importance of cultivating an open and flexible mind in the face of life's complexities. Together, let's unravel the secrets behind the power of neuroscience and behavior in decision-making. Stay with us on this journey of discovery and growth. Until then!

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Hello, I'm Marcello de Souza! I started my career in 1997 as a leader and manager in a large company in the IT and Telecommunications market. Since then, I have participated in important projects of structuring, implementation, and optimization of telecommunications networks in Brazil. Restless and passionate about behavioral and social psychology. In 2008, I decided to delve into the universe of the human mind.

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