Policy makers at all levels of decision making in organizations use multiple criteria to analyze their complex problems. Multicriteria thinking is used formally to facilitate their decision making. Through trade-offs it clarifies the advantages and disadvantages of policy options under circumstances of risk and uncertainty. It is also a tool vital to forming corporate strategies needed for effective competition. Nearly all of us, in one way or another, have been brought up to believe that clearheaded logical thinking is our only sure way to face and solve problems. We also believe that our feelings and our judgments must be subjected to the acid test of deductive thinking. But experience suggests that deductive thinking is not natural. Inde...