Why So Many People Can't Make Decisions

by Shirley S. Wang

Wall Street Journal
September 27, 2010

Some people meet, fall in love and get married right away. Others can spend hours in the sock aisle at the department store, weighing the pros and cons of buying a pair of wool argyles instead of cotton striped.

Seeing the world as black and white, in which choices seem clear, or shades of gray can affect people's path in life, from jobs and relationships to which political candidate they vote for, researchers say. People who often have conflicting feelings about situations—the shades-of-gray thinkers—have more of what psychologists call ambivalence, while those who tend toward unequivocal views have less ambivalence.

High ambivalence may be useful in some situations, and low ambivalence in others, researchers say. And although people don't fall neatly into one camp or the other, in general, individuals who tend toward ambivalence do so fairly consistently across different areas of their lives.

For decades psychologists largely ignored ambivalence because they didn't think it was meaningful. The way researchers studied attitudes—by asking participants where they fell on a scale ranging from positive to negative—also made it difficult to tease apart who held conflicting opinions from those who were neutral, according to Mark Zanna, a University of Waterloo professor who studies ambivalence. (Similarly, psychologists long believed it wasn't necessary to examine men and women separately when studying the way people think.)

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