Deliberative analysis enables us to weigh features, simulate futures, and arrive at good, tractable decisions. So why do we so often eschew deliberation, and instead rely on more intuitive, gut responses? We propose that intuition might be prescribed for some decisions because people’s folk theory of decision-making accords a special role to authenticity, which is associated with intuitive choice. Five pre-registered experiments find evidence in favor of this claim. In Experiment 1 (N = 654), we show that participants prescribe intuition and deliberation as a basis for decisions differentially across domains, and that these prescriptions predict reported choice. In Experiment 2 (N = 555), we find that choosing intuitively vs. deliberately leads to different inferences concerning the decision-maker’s commitment and authenticity—with only inferences about the decision-maker’s authenticity showing variation across domains that matches that observed for the prescription of intuition in Experiment 1. In Experiment 3 (N = 631), we replicate our prior results and rule out plausible confounds. Finally, in Experiment 4 (N = 177) and Experiment 5 (N = 526), we find that an experimental manipulation of the importance of authenticity affects the prescribed role for intuition as well as the endorsement of expert human or algorithmic advice. These effects hold beyond previously recognized influences on intuitive vs. deliberative choice, such as computational costs, presumed reliability, objectivity, complexity, and expertise.