Decisions are often better when pursued after deliberation and
careful thought. So why do we so often eschew deliberation,
and instead rely on more intuitive, gut responses? We suggest
that in addition to well-recognized factors (such as the costs of
deliberation), people hold normative commitments concerning
how decisions ought to be made. In some cases (e.g., when
choosing a romantic partner), relying on deliberation (over
intuition) could be seen as inauthentic or send a problematic
social signal. In Experiment 1 (N = 654), we show that people
in fact hold such domain-sensitive processing commitments,
that they are distinct from reported descriptive tendencies, and
that they contribute to predicting reported choice. In
Experiment 2 (N = 555), we show that choosing intuitively vs.
deliberately supports different inferences concerning
confidence and authenticity, with the domain variation in
inferences in Experiment 2 closely tracking the domain
variation in normative commitments observed in Experiment
1. In Experiment 3 (N = 1002), we rule out an alternative
explanation. These findings inform theories of judgment and
decision-making, as well as efforts towards improving
decision-making through critical thinking.