Evidence is used in three different ways: to make a decision, to inform a decision, and to support a decision:

A. Evidence is used to make a decision whenever the decision follows directly from the evidence.
B. Evidence is used to inform a decision whenever the decision process combines hard, objective facts with qualitative inputs, such as intuition or bargaining with stakeholders.
C. Evidence is used to support a decision whenever the evidence is gathered or modified for the sole purpose of lending legitimacy to a decision that has already been made.
D. Using evidence to support a decision has both positive and negative effects, and managers need to carefully consider when it might be appropriate to ignore disconfirming evidence.