When should I trust my gut? Linking domain expertise to intuitive decision-making effectiveness

Despite a growing body of scholarship on the concept of intuition, there is a scarcity of empirical research spotlighting the circumstances in which intuitive decision making is effective relative to analytical decision making. Seeking to address this deficiency, we conducted two laboratory studies assessing the link between domain expertise (low versus high) and intuitive decision-making effectiveness. These studies involved non-decomposable tasks across divergent expertise domains: basketball in Study 1 and designer handbag authentication in Study 2. Across both studies, and consistent with our overarching hypothesis, we found that the effectiveness of intuition relative to analysis is amplified at a high level of domain expertise. Taken together, our results demonstrate the importance of domain expertise in intuitive decision making and carry a number of theoretical and practical implications. (C) 2012 Elsevier Inc. All rights reserved.