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Morally, or normative, based choices are often harder to arrive at, and much harder to convey to others.
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These choices are often based on generic and frequently inadequate information, or on whether the candidate is already known to, or has been directly referred to, the search committee.
Choices are often false.
Our choices are often tribal.
Consumer choices are often influenced by the default option presented.
Specialty choices are often influenced by medical school experiences.
As described in the two cases (Table 2 and 3), caregivers commonly shifted between folk, popular, and professional bio-medical treatment systems as a disease developed and choices were often based on the perceived severity of the disease.
She learned that those choices were often prompted by emotions.
Consumer choice is often based on the relative visual appeal of competing products.
When I ask young executives how they will make a decision, the choice is often based on which companies have the strongest reputation on the following dimensions: 1) "cool" company (trendy products), 2) leading edge tech company (who doesn't want to work for Apple or Google), or 3) important position in a small company (start-up fever).
While mate choice is often assumed to be based on an absolute value that may reflect underlying male quality, many mating systems facilitate the comparative evaluation of males.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com