Classical probability theory has been influential in modelling decision processes, despite empirical findings that have been persistently paradoxical from classical perspectives. For such findings, some researchers have been successfully pursuing decision models based on quantum theory (QT). One unique feature of QT is the collapse postulate, which entails that measurements (or in decision-making, judgements) reset the state to be consistent with the measured outcome. If there is quantum structure in cognition, then there has to be evidence for the collapse postulate. A striking, a priori prediction, is that opinion change will be slowed down (under idealized conditions frozen) by continuous judgements. In physics, this is the quantum Zeno effect. We demonstrate a quantum Zeno effect in decision-making in humans and so provide evidence that advocates the use of quantum principles in decision theory, at least in some cases.
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