Chocolate or strawberry? Life or death? We make some choices quickly and automatically, relying on mental shortcuts our brains have developed over the years to guide us in the best course of action. Other decisions are agonizing, and deliberation drags on inefficiently.
Factors that limit the ability to make good decisions include missing or incomplete information, urgent deadlines, and limited physical or emotional resources. When making a decision, we form opinions and choose actions via mental processes which are influenced by biases, reason, emotions, and memories.
The simple act of deciding supports the notion that we have free will. We weigh the benefits and costs of our choice, and then we cope with the consequences.