What role does research play in addressing these natural tendencies?

WK3 BSM 315 DF: For the Week 3 Discussion Forum, you will review the following information and you will answer the questions that follow:Alan Lafley, former President and Chairman of the Board for Procter & Gamble observed, “Most human beings and most companies don’t like to make choices. And they particularly don’t like to make a few choices that they really have to live with.”1. Why does change and commitment make us uncomfortable as individuals and as managers?2. What role does research play in addressing these natural tendencies?