Home > Plain English resources > Communication surveys > Logic or emotion? What leads the decision-maker?
  
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Logic or emotion? What leads the decision-maker?In our November 2011 online survey we asked: 'When you submit a proposal or a business case, what part do you think emotion and logic play in the mind of the decision-maker?'
Unsurprisingly logic was seen as more influential than emotion. But respondents believe decision-making is at least 40% emotional.
Perhaps it is even higher than that. Research into cognitive behaviour and how human beings make decisions has advanced greatly in the last 20 years. Scientists at the Max Planck Institute in Germany have labelled the science of persuasion and decision making ‘heuristics’.
They found that people make most decisions using parts of our brains that are hard-wired and instinctive—what most of us call gut instinct. This finding has major implications for the way we write our proposals and business cases.
Our Persuasive Proposals workshop covers the important heuristics around decision making and persuasion. 
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