According to traditional dual-process theory, human decision-making consists of two competing sides: the emotional, impulsive side and the logical, deliberate side. People tend to primarily utilize their emotions to make a decision, and only occasionally use their logical side to override these impulses.

However, Vinod Venkatraman takes a more nuanced and comprehensive approach and argues that there are multiple processes that launch simultaneously when faced with a decision, and a number of factors, including context, memory and emotions, have an influence on the eventual process and resulting outcome.