I've worked in several different fields, and found the best comparison is pure theory on what parts of our brain handle different experiences.
Every decision is informed by information and experience, but the decision itself lives in a much more instinctual, emotional place.
So yes. We can (and should!) inform decisions, but consider the idea behind an impulse purchase on the way towards the register in a grocery store. They don't put the onoins & garlic there, they put chocolate and mints within reach.