Life is ultimately a process of choices. Simple decisions have the ability to create and end life. The foundation of modern society is built upon the ability to make choices, individually and collectively.

For college students, the pressure is on to make the right choices.

From the essential to the mundane, it may be hard to process the multitude of decisions that need to be made on a consistent basis. But is it possible to quantify each decision in order to understand if some decisions are made more logically than others?

For the psychology behind what truly dictates the decision-making process, Cal State Fullerton professor and decision guru, Michael Birnbaum, Ph.D., is the person to talk to.

While “decision guru” is his unofficial title, Birnbaum, a UCLA graduate, has plenty of experience in making decisions since his arrival to CSUF in 1986.

Birnbaum assembled over $600,000 in grants from the National Science Foundation for his decision-based psychology research, according to the CSUF News Service.

Now in his 18th year, Birnbaum continues his work as professor of psychology. Birnbaum is also the founder and director of the Decision Research Center at CSUF, a department of study dedicated to research specializing in the fields of judgment and decision making, psychophysical and social judgment and mathematical models of behavior.

With the help of psychology students and professional colleagues from around the world, Birnbaum has published more than 130 scientific articles based on his findings in decision research at CSUF. His most recent work is set for publication in “Decision,” a scientific journal published by The American Psychology Association.

Birnbaum has gained some credible notoriety during his tenure at CSUF. In April 2014, he was awarded the L. Donald Shields Excellence in Scholarship and Creativity Award for his continued efforts in psychology research.

Birnbaum focuses on the aspects of logical decision making, through the process of analysis and using multiple psychological theories.

“We are studying research on decision making, both empirical and normative,” Birnbaum said. “We want to distinguish two kinds of theories of decision making, the normative theory, tells you what you should do—what’s the optimal decision given your situation? And the descriptive [empirical] theory is what people actually do, when they are confronted with a situation.”

Associate Professor of Psychology Jessie Peissig explained that everyone can make questionable choices, but to understand the psychological processes behind decision making will enable students to make wiser decisions.

“We all make bad decisions, or decisions that are not based in logic. Part of it may be emotional,” Peissig said. “There is research showing that we are more likely to pay off a bill that is lower in amount—even though the interest is higher, because we like that psychological feeling of paying something off. But, logically that is the incorrect decision … because you should really pay off the largest interest first.”

In order for students to fully grasp the concept of logical decision making, Birnbaum explained that students should carefully consider why they make the decisions they make to compare self interest against logic.

Birnbaum said that if all people think the same way, majority rule would favor self-disinterest.

Birnbaum said he would like to see more education on decision making available to students on campus. But, until that becomes a reality, he shared some advice that students should consider when facing pressing decisions.

“The first thing is, you need to get information,” Birnbaum said. “The second thing you need to understand is the principles of logic, reasoning and mathematics—and that’s why I think we need this course on judgement decision making to help people do that, because that’s what education is all about.”