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This chapter describes decision-making challenges and introduces some reasons why decision analysis is valuable to decision makers, but also why decision analysis may be difficult to apply. It first discusses the decision-making processes that humans typically employ. Then, the chapter describes the factors that make decision making a challenge. It explains the social and organizational decision factors that impact how a decision analysis can be conducted, including the organizational culture, the impact of stakeholders, and the level at which decisions are made. The chapter also discusses issues involved in obtaining credible domain knowledge for making the decision and the role of experts in providing this data. Further, it focuses on the behavioral aspects of decision making to include decision traps and barriers and cognitive biases that affect the decision-making process. Finally, the chapter provides two anecdotes of success and failure of supporting the human decision-making process. Controlled Vocabulary Terms cognitive bias; decision analysis; Decision making; organizational culture; stakeholders
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