The cost of cognitive biases on personal and organizational levels can be reduced by understanding how we make decisions and by using effective means for muting the biases and reducing their costs. Research in neuro-economics has found evidence consistent with a two-system conception of self-control, one that is rational and the other that uses rules of thumb and is often impulsive. Rational decision making is not always prevalent, sometimes we make irrational decisions. Understanding how the brain works and the forces at play –for instance: perception, attention, emotions, time, memory– when we make decisions, can initiate a conscious effort to better decision making. The presentation will focus on the review of the forces that have prevalence in biases of decision making and participants will work on a personal exercise that will clarity how decisions are made.


Diego Flores Biography

Diego is a founder member and consultant at Symmtrix, he holds a Ph.D. in Psychology from Brigham Young University (BYU) with research focusing on behavioral and neuro economics, specifically the “asymmetry of gains and losses” and its application in decision making. He also holds master’s degrees in Organizational Behavior (MBA-OB) and Instructional Psychology and Technology from BYU. He has corporate and international experience in management, design thinking, instructional design, evaluation, and behavioral change. He has served as lecturer in business and psychology at Utah Valley University (UVU). Diego enjoys learning and serving people and organizations that can benefit of his experience, as well as learning from others.