決策模型包含了一序列的行為，從理性的行為：資料搜集，資訊整合，邏輯分析，到選擇評估，進而結合了無關理性的部分：渴望，情緒，感受，直覺，偏好或者其他。本研究對二十二個樣本進行質性研究，以日誌記錄的研究方法，每日對受試者以半結構式調查進行訪問，配合個人日誌和特別為此研究所設計的行動裝置應用程式來記錄其所做的理性與無關理性之決策數量，內容和方式; 依照受測者對其決策重要性與否的評估為根據，每人均收集三日的資料，並依照其敘述提出四點主張和此理性與無關理性之決策模式，以證實理性與無關理性在決策模型中與時間軸的關係。

Decision making model composes of a course of actions from data collection, information integration, logical reasoning, or alternatives evaluation, as the rationality part, till the combination of non-rationality part as desires, emotions, feelings, intuitions, preferences or others. In total of 22 samples with qualitative research, this study uses dairy method with daily semi-structured interviews and personal notes, together with the mobile ad-hoc APP designed for this research, to record the amount, contents and process of each rational and non-rational decisions made for three days, a process model is depicted as human beings act rationally at the very beginning of decision making process and gradually develop with non-rationality phase till the end of the implementation on the final choice, based on the self-aware significance level of each decision, with propositions supported by evidence on the line of time frame of this decision making process.

TABLE OF CONTENTS
POWER OF ATTORNEY i
SUMMARY ii
ACKNOWLEDGEMENT iii
LIST OF TABLES vi
LIST OF FIGURES vii
CHAPTER
1. INTRODUCTION
Purpose of the Study 1
Significance of the Study 2
2. LITERATURE REVIEW
Theoretical Background 4
Decisions Process Components 4
Rational Decision Models 5
Bounded Rational Decision Models 7
Irrational Decision Models 9
Neuroscience Evidence and Perspective 15
Definition of Variables 17
“Age” of Decision Maker 17
“Significance” of Decision 18
“Affect”, “Emotion” and “Intuition” 19
Qualitative Research Method 21
Grounded Theory 21
Semi-structured Interview 22
Summary 24
v
3. METHODOLOGY
Empirical Study Settings 27
Pilot Study 28
Main Study 34
Measure 34
Sample 35
Interviews Questions 37
Ad-hoc APP 40
4. ANALYSIS AND FINDINGS
Data Analysis 43
Quantitative data 43
Propositions support 51
Summary 63
5. SUMMARY AND CONCLUSIONS
Overview of Significant Findings 66
Limitation of the Study 70
Future Research Directions 71
Artificial Intelligence 71
Decision Contents and Individual Difference 72
REFERENCES CITED 74
APPENDIX 80
vi
LIST OF TABLES
Table Page
1. Different rational decision processes 6
2. Different scenarios on testing groups 31
3. Participants background in main study 37
4. Daily significant or insignificant decisions making 44
5. Total decision makings 46
6. Overall decisions with participants information 48
vii
LIST OF FIGURES
Figure Page
1. Pilot study preliminary model 33
2. Pilot study result model 33
3. Ad-hoc APP example data 41
4. Individual Ad-hoc decision making 46
5. Individual rational versus irrational decision makings 47
6. Insignificant impact of age, education years, career and gender on decisions 49
7. Spherical analysis of factor as age, career , education years and gender 50
8. Insignificant to reject null hypothesis on career, gender, education years and age 50
9. Dynamic decision making model 65
10. A Process Model of Rational and Non-rational Decision Making 69

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