When faced with a decision, people may know which choice gives them the best chance of success, but still take the other option, a new study suggests.

People may choose based on a “gut feeling,” a habit, or what worked for them last time, rather than on what they have learned will work most often, said Ian Krajbich, co-author of the study and associate professor of psychology and economics at The Ohio State University.

The results run counter to the belief that people make the less optimal choice because they just don’t know any better.

“In our study, people knew what worked most often. They just didn’t use that knowledge,” Krajbich said.

The research was published in the journal Nature Communications or visit Ohio State News.