IT and human decision-making

I devote a significant part of my time to understand how IT influences firm performance, but I am increasingly beginning to think that there is much that we need to do to understand what IT can do to help take decisions that happen outside business settings  (e.g., how you pick your friends, spouse, sports, hobbies) because they have significant impact on what happens inside firms. I look forward to learning more on this and share in some of future postings.