Book contents
- Smarter Together
- Smarter Together
- Copyright page
- Contents
- Figures
- Tables
- Acknowledgments
- Preface
- Part I AI and Consumer Psychology
- Chapter 1 Cognition
- Chapter 2 Emotion
- Chapter 3 Trust
- Chapter 4 Decision-Making
- Chapter 5 Creativity
- Chapter 6 Prediction
- Part II Designing, Building, and Marketing AI Products
- Smarter Together Workshops
- References
- Index
Chapter 4 - Decision-Making
The Stakes of a Choice
from Part I - AI and Consumer Psychology
Published online by Cambridge University Press: 05 June 2026
Book contents
- Smarter Together
- Smarter Together
- Copyright page
- Contents
- Figures
- Tables
- Acknowledgments
- Preface
- Part I AI and Consumer Psychology
- Chapter 1 Cognition
- Chapter 2 Emotion
- Chapter 3 Trust
- Chapter 4 Decision-Making
- Chapter 5 Creativity
- Chapter 6 Prediction
- Part II Designing, Building, and Marketing AI Products
- Smarter Together Workshops
- References
- Index
Summary
Decision-making is analyzed through the lens of neuroscience, psychology, and AI. Beginning with the famous case of Phineas Gage, the chapter illustrates how emotion, memory, and social context shape human choice. It reviews dual-process theories (fast versus slow thinking) alongside biases like default effects and personalized persuasion. AI’s role is presented as both collaborator and influencer: augmenting human judgment, modeling cognitive processes, and personalizing experiences, but also carrying risks of bias and manipulation. The authors argue that the most effective systems integrate human agency and AI prediction in a balanced “human-in-the-loop” model.
Keywords
Information
- Type
- Chapter
- Information
- Smarter TogetherHow We Think, Feel and Decide with AI, pp. 59 - 72Publisher: Cambridge University PressPrint publication year: 2026
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