Selection Criteria: Don't go with your instinct!

We are faced with decision to acquire things on a daily basis, from petty stuff like a shirt, pen, or a bag of potatoes; to major things such as cars and houses. How do we make decisions? Most of us do it by "instinct" and many assure you that his/her instinct cannot be wrong... and I can assure you that their instinct has been more wrong than right!

Let's not focus on petty stuff... forget when you paid more for the onions because they "looked good" in a neat bag while same quality onions cost less simply because they lacked the nice packaging. How about buying a watch or a cell phone? How much do you factor-in the the functionality (not what watch or a cell phone can do... but what it can do for YOU!) versus aesthetics and cost? Let's think you want to buy a car. Your spouse and kids are "helping" you make the decision. There are so many factors / criteria that influence the decision:

1. Brand name / make / reputation
2. Passenger capacity
3. Luggage / trunk capacity
4. Towing capacity
5. Speed / acceleration
6. Cost: purchase cost, payment options, fuel consumption, maintenance cost
7. Safety
8. Looks / aesthetics / availability of preferred color
9. Resale value
10. Passenger comfort
11. Added features 
12. more and more....

Now, if you give weights to each criteria and then grade each candidate based on these criteria, as objectively as possible, and finally add the total score. You may be up to a big surprise: The best choice may not match your instinct. The simple explanation is: The "mathematical model" is based on objective and logical approach while you instinct is totally based on emotions.

Now, it's your choice... the logical approach or your instinct..