"Intuition, it seems, is not some sort of mystical chemical reaction but a neurologically based behavior that evolved to ensure that we humans respond quickly when faced with a dilemma (e.g., fight or flight). Too much data, however, throws a monkey wrench into the process. The more variables we consider, the harder it is to make the "right" decision--as anyone who has faced an aisle full of shampoos knows.
Our brains have evolved to take the quickest and most efficient route to a decision, based on experience and a set of innate and unconscious rules developed since birth to negotiate our physical and social environment. Start considering lots of other information and variables, and the brain slows down or falters. Simplicity, writes Gigerenzer, is an evolutionary adaptation to uncertainty: "A complex problem demands a complex solution, so we are told. In fact, in unpredictable environments, the opposite is true.""
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