The scientific explaination for why some people repeatedly make the same bad decisions

People often make decisions based on everyday sights and sounds, even without being aware. According to a new study, their life choices can be heavily influenced by environmental cues, leading to recurring risky behaviour.

How the brain learns from environmental cues

Humans constantly process visual signals, background sounds, and other information from their surroundings. With time, the brain learns to associate these cues with expected outcomes. This process, known as associative learning, thus helps the brain to predict if a choice will produce a reward or a negative result. Most of the time, this helps to speed up decision-making, making the process more efficient.

When cues begin to dominate choices

The new study, led by Giuseppe di Pellegrino of the University of Bologna, reveals that associative learning does not work the same way for everyone. The research finds that some people depend heavily on environmental cues when making decisions, while others are less reliant on them. As such, sights and sounds may strongly drive some people’s decision-making process.

Why some people struggle to adapt

The ability to resist repeated terrible choices wanes in highly cue-driven individuals when their familiar cues start signalling less favourable outcomes. According to Pellegrino’s study, which focused on maladaptive choices, the people in this category may find it difficult to update what the cues mean. The old associations persist even in the face of repeated adverse outcomes. As a result, the brain reacts as if conditions have not changed.

The researchers also conclude that addictive behaviours, compulsive disorders, and anxiety can be linked to high cue sensitivity and diminished cognitive flexibility.