Decision-making preferences for intuition, deliberation, friends, or crowds in independent and interdependent societies

When multiple ways of deciding are laid out side-by-side, which does one favor? We conducted experiments in 12 countries (N=3,517; 13 languages; two Indigenous communities), with adults choosing among four decision strategies—personal intuition, private deliberation, friends’ advice, or crowd wisdom—when working through six everyday dilemmas. In every society, self-reliant decisions (intuition or deliberation) were most commonly preferred and considered the wisest. Expectations for fellow citizens, however, were mixed: advice from friends was expected about as often as self-reliant routes. The self-reliance tilt was strongest in cultures and individuals high in independent self-construal and need for cognition, and weakest where interdependence and self-transcendent reflection were salient. The same patterns emerged when examining ratings of each strategy’s utility, and oral protocols with Indigenous groups. Self-reliance appears the modal preference across cultures, but its strength is predictably tempered when cultures—and individuals within them—construe the self in relational rather than autonomous terms.