The Problem With Thinking Too Much:
     Analyzing Reasons Can Reduce the Quality of Judgments

   It may be conventional wisdom to think carefully before making
judgments and decisions.  We may make a list of the disadvantages and
advantages of each possible choice before making an important
decision.  Is this rational approach to making judgments and decisions
always beneficial?  Probably not.
   Wilson and Schooler (1991) investigated the influence of analyzing
reasons on judgments.  In the first experiment, participants made
judgments of the extent to which they liked strawberry jams.  In the
second experiment, participants made judgments of the likelihood of
taking certain college courses.  In both experiments, the judgments of the
participants were compared with the judgments of experts.  In both
experiments, Wilson and Schooler (1991) found evidence that suggests
that analyzing reasons reduced the quality of judgments. (1)

Implications for Judgement and Decision Making Styles

What are the implications for judgment and decision making styles?
The findings of the above experiments suggest that it may not always
best to adopt a rational approach when making judgments and decisions.  
Sometimes there may be too much thinking.
   However, the findings do not suggest that it is always best to not
analyze reasons before making judgments and decisions.  There may be
very important decisions that we need to make in our lives that may
require significant analysis and evaluation of advantages and
disadvantages of each option.  For example, when making a decision
about accepting a job or making a career change, it may be best to
carefully consider and evaluate our reasons and thoughts concerning the
possible choices. Thus, there may be some situations in which a rational
decision making style may is better.  
   More research may be needed to address the conditions in which
logical reasoning and analyzing reasons leads to better or worse
judgments and decisions.


1. See their article for more information about their findings.


Wilson, T. D., & Schooler, J. W. (1991).  Thinking Too Much:      '
 Introspection Can Reduce the Quality of Preferences and Decisions.
Journal of Personality and Social Psychology, 60, 181-192.