However, he believes some people tend to rely more on one than the other. Genes play a key part. “Research shows some genetic components will make one person more disposed to caution and analysis versus intuition and exploration.” For instance, take DRD4, the dopamine-receptor dubbed the ‘novelty-seeking gene’. Around one in four of us have it and those who do are more likely to take risks and make impulsive decisions. Hello, January sale credit card meltdown.

Personality also has a big role to play, says Belinda Vigors, an academic who studies decision making under risk at the University of Greenwich. “People high in conscientiousness tend to be better at controlling impulses, so surethey naturally take more analytical decisions. Low in conscientiousness and you tend to be more impulsive, and say, ‘Oh, I’ll just do it.’”

It’s just emotion

But are there times when one type of decision making overtakes the other? Absolutely, says Tasler. “When we have limited time, being analytical might not be an option. There’s also what I call ‘conditional impulsivity’, when analytical people become risky and impulsive.” Which is thanks to good old FOMO. “Most people are risk averse. But when we think everyone else is getting ahead without us, when the ‘pack’ is moving from an evolutionary perspective, the most dangerous thing we can do is stay behind, alone and exposed.”

So we panic. Should we buy shares in a start-up like everyone else? Who cares if we don’t understand the product or the financial risk? Even if our gut says something doesn’t feel right we go along with it; but it’s not always for the best. “Even though we might be analytical by nature, the conditions have made us appear very impulsive,” Tasler explains.

Dodgy investments aside, even the best decision makers go off course when life throws an emotional spanner in the works. Ask Sabah Khan, 30, who works in PR. “Usually, I’m the one people come to for advice. But last year, I was in a rut, unhappy, and knew I had to make a change. I felt quite isolated, so I just made a decision that felt easy and quick – to change jobs. I found a new job and began working for a different company.”

She’s not alone. Whether you’re a head or heart person, tiredness and stress have a real impact on your ability to make good choices. Research also found decisions are best made in the morning when serotonin levels are high. Who hasn’t jumped in the first cab they see at night when they just want to get home?

Making your journey a good one