When then-president of Chrysler Bob Lutz ordered the development of the Dodge Viper without supporting research but because it "just felt right," he was using the incremental model of decision making.

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Despite the lack of supporting marketing research, Bob Lutz, then-president of Chrysler Corporation, ordered the development of the Dodge Viper, a "muscle car" that became very popular."It was this subconscious, visceral feeling," he said about his decision later."And it just felt right." This is an example of the intuition model rather than incremental.

When Then-President of Chrysler Bob Lutz Ordered the Development of the Dodge