# Decision-making preferences for intuition, deliberation, friends or crowds in independent and interdependent societies

## TL;DR

People generally prefer making decisions on their own, but cultural values influence how much they rely on themselves versus others.

## Contribution

The study reveals a universal preference for self-reliance in decision-making, modulated by cultural and individual differences in self-construal.

## Key findings

- Self-reliant strategies (intuition or deliberation) were most commonly preferred and considered wisest across all societies.
- Preferences for self-reliance were strongest in cultures and individuals with independent self-construal and need for cognition.
- Advice from friends was expected as often as self-reliant strategies when considering others' decisions.

## Abstract

When multiple ways of deciding are laid out side-by-side, which does one favour? We conducted experiments in 12 countries (n = 3517 individuals; 13 languages; two Indigenous communities), with adults choosing among four decision strategies—personal intuition, private deliberation, friends’ advice or crowd wisdom—when working through six everyday dilemmas. In every society, self-reliant decisions (intuition or deliberation) were most commonly preferred and considered the wisest. Expectations for fellow citizens, however, were mixed: advice from friends was expected about as often as self-reliant routes. The self-reliance tilt was strongest in cultures and individuals high in independent self-construal and need for cognition, and weakest where interdependence and self-transcendent reflection were salient. The same patterns emerged when examining ratings of each strategy’s utility and oral protocols with Indigenous groups. Self-reliance appears the modal preference across cultures, but its strength is predictably tempered when cultures, and individuals within them, construe the self in relational rather than autonomous terms.