Shaun TanAssociative Decision-MakingThe cognitive process of making choices based on past experiences, habits, and learned associations rather than purely logical, data-driven analysis is called associative decision-making. Past successes and learned associations link with long-term memory to promote associative decision-making abilities. Research FindingsA 2023 study out of Cambridge University made some interesting discoveries regarding attribute versus associative styles of decision-making. No matter how sophisticated AI or even Super AI may eventually evolve into, human intuition and experience will still be a viable contribution to future decision-making. Attributive and associative decision-making are similar to the complimentary relationship between academia and experiential learning.