Marini, Jean-LucShi, Fanjuan2025-09-242025-09-242014https://repository.ifla.org/handle/20.500.14598/5355Now Data are clearly prevailing in all domains like a new black gold for companies and the rules in business decision-making are called into question. In this context, we think that Data Analytics combined with collaborative decision processes promotes a rational decision-making. However best practices show that more and more executives and managers, the famous HiPPO (Highest Paid Person’s Opinion), now frequently use their intuition for strategic decision-making. Moreover a lot of empirical surveys also show how important is the emotion in the intuitive decision-making processes. We will try to explain how we can interpret differently data coming from big data using the most recent scientific advances in the field of psycho-cognitive sciences, in the goal to improve decision support systems and to take into account emotion in the decision-making processes. Finally we hope this could provide some elements to answer to the question: Do we need to believe Data/Tangible or Emotional/Intuition?engAttribution 3.0 Unportedhttps://creativecommons.org/licenses/by/3.0/Articlehttp://conference.ifla.org/ifla80/open accessdecision-makingintuitive decision-makingemotione-commercerecommender systems