Individual decision making involves defining a problem, identifying decision criteria, weighing alternatives, choosing the best option, and evaluating the decision. Rational models assume clear problems and options, but people actually use bounded rationality due to complexity. Common biases include overconfidence, anchoring, confirmation bias, and representativeness. Intuition can aid decisions under uncertainty with limited facts and time pressure. Ethical decisions consider utility, rights, and justice. Reducing biases involves clarifying goals, considering disconfirming information, avoiding patterns in randomness, and increasing options.