Judgment in Managerial Decision Making, 7Th Edition
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JUDGMENT IN MANAGERIAL DECISION MAKING SEVENTH EDITION Max H. Bazerman Harvard Business School Don A. Moore Carnegie Mellon University JOHN WILEY &SONS,INC. Executive Publisher Don Fowley Production Assistant Matt Winslow Production Manager Dorothy Sinclair Executive Marketing Manager Amy Scholz Marketing Coordinator Carly Decandia Creative Director Jeof Vita Designer Jim O’Shea Production Management Services Elm Street Publishing Services Electronic Composition Thomson Digital Editorial Program Assistant Carissa Marker Senior Media Editor Allison Morris Cover Photo Corbis Digital Stock (top left), Photo Disc/Getty Images (top right), and Photo Disc, Inc. (bottom) This book was set in 10/12 New Caledonia by Thomson Digital and printed and bound by Courier/Westford. The cover was printed by Courier/Westford. This book is printed on acid free paper. Copyright # 2009 John Wiley & Sons, Inc. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, website www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, (201)748-6011, fax (201)748-6008, website http://www.wiley.com/go/permissions. To order books or for customer service please, call 1-800-CALL WILEY (225-5945). Library of Congress Cataloging-in-Publication Data Bazerman, Max H. Judgment in managerial decision making/Max H. Bazerman, Don Moore.—7th ed. p. cm Includes bibliographical references and index. ISBN-13: 978-0-470-04945-7 (cloth: acid free paper) ISBN-10: 0-470-04945-6 (cloth: acid free paper) 1. Decision making. 2. Judgment. 3. Management, I. Moore, Don A., 1970– II. Title. HD30.23.B38 2009 658.4 003—dc22 2008008490 Printed in the United States of America 10987654321 Dedicated to MHB: To Howard Raiffa, for his influence on the field of decision making and on me DAM: To my dad, for his influence on me and my decision making This page intentionally left blank PREFACE Between 1981 and 1983, one of us (Max) served on the faculty of Boston Univer- sity. At the time, he was conducting laboratory studies on decision biases in negotiation. Behavioral decision research did not exist as a topic of study in most management schools. The faculty at Boston University included a number of excellent colleagues, and yet they knew very little about the emerging research on judgment. This lack of awareness among management colleagues motivated Max to write this book. The goal was to make the area of judgment a more central part of the management literature. Another goal was to present this information to managers, students, and researchers in an interesting manner that would improve their judgment capabilities. Max wrote the first edition of this book with no expectation that he would be revising it to create the seventh edition so many years later. Behavioral decision research has developed considerably over the past twenty-five years, and now provides many important insights into managerial behavior. This book embeds behavioral decision research into the organizational realm by examining judg- ment in a variety of managerial contexts. The audience for this book is anyone who is interested in improving his or her judgment and decision making. The first six editions were used in economics, psychology, decision making, negotiations, and organizational behavior courses, and in a variety of executive programs as well. For the psychology audience, the book offers a systematic framework for using psychological findings to improve judgment. For the economics audience, the book offers a critique of the classic economic model of decision making. And for the consumer, management, and financial communities, this book creates opportunities to make better decisions. Excellent colleagues have been the primary source of ideas in this book. These colleagues include Linda Babcock, Mahzarin Banaji, Jon Baron, Yoella Bereby-Meyer, John Beshears, Sally Blount, Iris Bohnet, Jeanne Brett, Art Brief, Joel Brockner, Day- lian Cain, John Carroll, Eugene Caruso, Dolly Chugh, Ed Conlon, Tina Diekmann, Nick Epley, Hank Farber, Marla Felcher, Adam Galinsky, Steve Garcia, Dedre Gent- ner, Dan Gilbert, James Gillespie, Francesca Gino, Linda Ginzel, Brit Grosskopf, Tim Hall, Andy Hoffman, Chris Hsee, Lorraine Idson, Don Jacobs, Harry Katz, Boaz Key- sar, Tom Kochan, Terri Kurtzberg, Jenn Lerner, Roy Lewicki, George Loewenstein, Beta Mannix, Leigh McAlister, Kathleen McGinn, Bob McKersie, Doug Medin, David Messick, Katy Milkman, Don Moore, Simone Moran, Keith Murnighan, Maggie Neale, Terry Odean, Howard Raiffa, Todd Rogers, Lee Ross, Al Roth, Jeff Rubin, Bill Samuel- son, David Schoorman, Holly Schroth, Pri Shah, Zach Sharek, Deb Small, Harris Son- dak, Sam Swift, Ann Tenbrunsel, Leigh Thompson, Cathy Tinsley, Mike Tushman, Kimberly Wade-Benzoni, Michael Watkins, Toni Wegner, Dan Wegner, and Jason Zweig. v vi Preface The seventh edition saw Don join as a co-author, and extensive updating of the material throughout the book. New material in the seventh edition incorporates recent research that we have done with Daylian Cain, Eugene Caruso, Nick Epley, Francesca Gino, Katy Milkman, Todd Rogers, and others. Uriel Haran offered important sugges- tions on the revisions for the seventh edition. Finally, the book has benefited from fantastic editorial help. Katie Shonk has re- searched, edited, or rewritten most of Max’s work over the last fifteen years, including multiple editions of this book. In sum, this book has been enriched by our interactions with an unusually large number of people. Perhaps our most important skills are our ability to persuade excel- lent people to work with us and our ability to appreciate their innovative ideas. We hope the result is a book that will improve the decision-making skills of readers like you. Max H. Bazerman Harvard Business School Don A. Moore Carnegie Mellon University Contents Chapter 1 Introduction to Managerial Decision Making 1 The Anatomy of Decisions 1 System 1 and System 2 Thinking 3 The Bounds of Human Rationality 4 Introduction to Judgmental Heuristics 6 An Outline of Things to Come 10 Chapter 2 Common Biases 13 Biases Emanating from the Availability Heuristic 18 Biases Emanating from the Representativeness Heuristic 21 Biases Emanating from the Confirmation Heuristic 28 Integration and Commentary 40 Chapter 3 Bounded Awareness 42 Inattentional Blindness 46 Change Blindness 47 Focalism and the Focusing Illusion 48 Bounded Awareness in Groups 50 Bounded Awareness in Strategic Settings 51 Bounded Awareness in Auctions 59 Discussion 61 Chapter 4 Framing and the Reversal of Preferences 62 Framing and the Irrationality of the Sum of Our Choices 65 We Like Certainty, Even Pseudocertainty 67 The Framing and the Overselling of Insurance 70 What’s It Worth to You? 71 The Value We Place on What We Own 72 Mental Accounting 74 vii viii Contents Do No Harm, the Omission Bias, and the Status Quo 76 Rebate/Bonus Framing 78 Joint Versus Separate Preference Reversals 79 Conclusion and Integration 82 Chapter 5 Motivational and Emotional Influences on Decision Making 84 When Emotion and Cognition Collide 84 Positive Illusions 90 Self-Serving Reasoning 94 Emotional Influences on Decision Making 96 Summary 99 Chapter 6 The Escalation of Commitment 101 The Unilateral Escalation Paradigm 103 The Competitive Escalation Paradigm 105 Why Does Escalation Occur? 108 Integration 112 Chapter 7 Fairness and Ethics in Decision Making 113 Perceptions of Fairness 113 Bounded Ethicality 122 Conclusion 134 Chapter 8 Common Investment Mistakes 136 The Psychology of Poor Investment Decisions 138 Active Trading 145 Action Steps 147 Chapter 9 Making Rational Decisions in Negotiations 151 A Decision-Analytic Approach to Negotiations 152 Claiming Value in Negotiation 155 Creating Value in Negotiation 156 The Tools of Value Creation 161 Summary and Critique 166 Chapter 10 Negotiator Cognition 168 The Mythical Fixed Pie of Negotiation 168 The Framing of Negotiator Judgment 169 Escalation of Conflict 171 Contents ix Overestimating Your Value in Negotiation 172 Self-Serving Biases in Negotiation 174 Anchoring in Negotiations 176 Conclusions 178 Chapter 11 Improving Decision Making 179 Strategy 1: Use Decision-Analysis Tools 181 Strategy 2: Acquire Expertise 186 Strategy 3: Debias Your Judgment 189 Strategy 4: Reason Analogically 191 Strategy 5: Take an Outsider’s View 193 Strategy 6: Understand Biases in Others 195 Conclusion 198 References 200 Index 223 This page intentionally left blank CHAPTER ONE Introduction to Managerial Decision Making The human mind packs spectacular power into its modest three-pound mass. With little effort, we can accomplish sophisticated tasks, such as recognizing faces or catch- ing a ball, that are far beyond the abilities of even the most powerful computers and sophisticated robots. Yet most people remain largely unaware of how their minds accomplish complex tasks, and self-insight and experience offer little guidance. The fact that we lack an ‘‘operating manual’’ for our minds might not seem important. In fact, however, our lack of understanding of how our minds work has profound consequences. Without an understanding of our thoughts and behaviors, we cannot anticipate when the cognitive processes that usually serve us so well are likely to lead us astray. Fortunately, psychological research has uncovered many of the clever and sophisti- cated shortcuts on which our brains rely to help us get through the day—as well as common errors that even bright people make on a regular basis. These errors can lead to minor problems, such as choosing the wrong product or the wrong investment. They also can contribute to big problems, such as bankruptcy, government inefficiency, and social injustice.