Decision Making: Research and Theory Challenges for Applied Social Psychology

The potential for contributions by applied social psychology to decision research and theory is explored. Most decisions by groups and individuals are social in origin or impact, suggesting that social psychologists should consider decision making as a relevant topic. Early applied work is considered. Mathematical model approaches are explored. Both are found wanting, especially where we wish to apply our science to complex and multiple uncertain decision problems. Examples of recent relevant research that fit well into an applied social psychological framework are provided, indicating the variety of potential topics for investigations. Finally, the need for encompassing theory is considered. The characteristics of needed theory are discussed.