The Psychology of Decision-Making: Why Choosing Feels So Hard
🧠 Why does deciding what to have for lunch sometimes feel as hard as choosing a career?
Decision-making might be the most frequent challenge we face every day, and it gets hardest when every option is appealing, or when none of them are. In this lecture, Dr. Amitai Shenhav, Associate Professor of Psychology and the Helen Wills Neuroscience Institute at UC Berkeley, shares research from his lab on why some choices cost us so much mental energy, and how we might make them easier.
Amitai will walk through studies showing that reframing choices so options feel less mutually exclusive can make decisions feel less conflicting and more efficient. He will also explore why people avoid or delay decisions that feel like a lose-lose, and how a simple shift, choosing what to reject rather than what to select, can reduce that avoidance. This effect even shows up in voting behavior, where people are far more willing to pick a candidate when framed as rejecting the worse option.
Combining computational modeling with behavioral and neural data, this talk offers a fresh way to think about the hidden costs of choosing, and how we might lower them. 🗳️
🕰 Event Details
What should I expect?
7:00-7:35 --> arrival & chats
7:35-8:20 --> lecture
8:20-9:00 --> q&a and more chatting
Who's invited?
Anyone with an interest in learning new things, meeting new people, and doing fun things on weeknights! Lots of people came solo to our last event, so don't be afraid to do the same—you’ll meet some awesome people!
What about parking?
There's no parking on-site, so we recommend street parking or using public transportation.
Do I have to be 21+?
No :) This venue is open to all ages. If you'd like to purchase alcohol, you must be 21+ and present a valid ID.
Will this event be photographed or recorded?
Photos and short video clips may be taken for promotional purposes. By attending, you consent to being photographed or recorded. We do not do full recordings of lectures at this time.
🔔 Stay in the Loop
I can't make it to this event. How do I stay updated for future events?
How do I become a speaker?
Fill out this form and we'll reach out to you if we think your lecture is a good fit! 👉 Speaker form
🧾 Policies
The lecture is sold out! Can I join a waitlist?
Unfortunately, Luma does NOT support waitlists for paid events yet. We recommend checking back on the event site the day before / the day of the event! Attendees are likely to drop out.
What about refunds?
You can refund your ticket up to 24 hours before the event starts. Since this is a limited-space event, we encourage you to update your RSVP if you can’t make it—this helps us keep spots open for others. NOTE - you do NOT need to email us for a refund, we will issue one within 48 hours upon changing your RSVP to "Not Going" :)
What about the ticket structure?
We’re proud to pay all of our incredible venues and hardworking speakers, and the rest supports the Big Brain team so we can keep bringing community lectures to the Bay Area.
We also reserve a handful of financial assistance tickets for every lecture. If you need support, please email hello@bigbrainlectures.com
What about accessibility?
We want our lectures to be as accessible as possible. Accessibility can vary depending on the space, so please research our specific venue to learn more about things like wheelchair access and service animal policies. If you have any accessibility needs not covered here, please email us at hello@bigbrainlectures.com and we’ll do our best to support you.
What about email updates?
By registering for this event, you’ll be added to the Big Brain mailing list and receive occasional updates about future lectures and events. You can unsubscribe at any time.
🧠 Community Guidelines
Big Brain events are designed to be welcoming, curious, and respectful spaces for learning and connection.
By attending, you agree to treat speakers, staff, venue employees, and fellow attendees with respect and to follow all venue rules and staff instructions.
Harassment, disruptive behavior, or excessive intoxication will not be tolerated. For the safety and comfort of everyone, Big Brain and the venue reserve the right to refuse entry or remove any attendee at any time, without refund, if behavior is deemed unsafe, disruptive, or disrespectful.
🍸 Alcohol & Safety
Depending on the venue, alcohol may be sold and served exclusively by the venue in accordance with California law. Big Brain is not responsible or liable for alcohol service, overconsumption, or any actions resulting from intoxication. By attending, you voluntarily assume all risks associated with a public indoor event and agree that you are solely responsible for your own conduct, safety, and transportation before, during, and after the event.
Thanks for supporting our growing mission! 🧠✨
*For any other questions or special accommodations, please email hello@bigbrainlectures.com.